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Scale Reviews

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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


How responsible a person feels with regard to a decision that he/she made is measured in this scale using four, seven-point items.

The scale is composed of seven-point Likert-type items that are intended to measure how much a person believes he/she is affected by what others are feeling and experiencing.

A person's level of concern about providing sensitive information to a website is measured with four, seven-point Likert-type items.

This four-item, seven-point, Likert-type scale is used to measure the degree of care used by a respondent when completing a questionnaire so as to provide answers that accurately reflect his/her feelings and opinions.

Three, eleven-point items are used to measure a person's beliefs regarding the potential consequences of recommending a certain product to a specific individual. The consequences have to do with the other person making a better decision and/or realizing that the recommender is concerned about him/her.

The scale is composed of five, five-point Likert-type items that measure the degree to which a business has the customer's best interest at heart.

Seven-point uni-polar items are used in this scale to measure the degree to which a person reports experiencing an emotion composed of distressed and altruistic sorts of feelings.

The scale is composed of four statements that are intended for measuring the extent to which a person either feels what other individuals are feeling or at least tries to imagine what they are feeling, particularly when they are suffering in some way.

Four, seven-point Likert-type items are used to measure the degree to which a person views him/herself as being loving and caring. This is intended as a trait measure rather than a state measure.

The degree of closeness and understanding a person believes there is between him/herself and a particular brand is measured with three, seven-point Likert-type items.