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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

choice

The scale measures the degree to which a person believes that a website enables the user to know where he/she is, go where he/she wants to go, and do what he/she wants to accomplish at the site.

This scale is composed of six, seven-point items that are intended to measure the degree to which a person believes that the speed with which a website reacts to user actions is fast.

The scale is used to measure a person's satisfaction with the process of making a selection from among a set of alternative brands. The scale may be used prior to the consumer's consumption/usage of the product and is intended to be distinct from the type of satisfaction that can be measured after consumption has occurred. The full version of the scale has six items whereas the abbreviated version has three.

Three, nine-point items are used to measure a person's motivation to pursue a limited option with greater determination than he/she otherwise would have.

The scale is composed of four, five-point Likert-type items that measure how much a person feels bad about switching from one service provider to another and wishes that he/she had remained with the previous provider.

This scale uses three items to measure the degree to which a person expresses an understanding of their product/brand preference and can explain it.  The scale was called understanding of preference by Kramer (2007).

Three, nine-point items are used to measure the degree to which a person feels in control of a choice and takes personal responsibility for the outcome.

This scale is composed of five, five-point Likert-type items that measure the importance a person places on a particular decision. The scale was called service importance by Tokman, Davis, and Lemon (2007) because they phrased the items to refer to the selection of a service provider.

This scale has four, nine-point Likert-type items that are intended to measure the degree to which a person believes that during a recent experience he/she was free to express his/her creativity.

One version of the scale uses four, seven-point items to measure the degree to which a recent choice made by consumer was strongly influenced by feelings (affect). A very similar set of items measured the degree to which a choice was feature-based (cognitive). These two scales were referred to as the affective choice index and feature choice index, respectively, by Darke, Chattopadhyay, and Ashworth (2006).