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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

creativity

Four semantic differentials are used to measure how fresh and original a product is believed to be.  The scale seems to be flexible for use with a wide variety of products and other objects.

The importance a person places on artistry and creativity in judging the quality of an advertisement is measured in this scale using four, five-point uni-polar items.

With four, seven-point Likert-type items, this scale measures a person's belief that a company is capable of creating original and interesting new products.

Three items are used to measure the extent to which a person believes his/her identity has been put into something he/she is creating or helping to produce.

The scale measures a person's enjoyment of crafting as well as how much he/she is involved with it.  The scale is composed of thirteen, seven-point Likert-type items.

The five, seven-point semantic differentials that make up this scale are used to measure the extent to which a person is open to new ideas and experiences.

A person's self-expressed level of skill and creativity in designing some specified object is measured in this scale using four, nine-point Likert-type items.

Using three, seven-point semantic-differentials, the scale measures the degree to which something is considered to be interesting and creative.

The extent to which a person views him/herself as being creative and believes that others think that as well is measured in this scale with three, five-point items.

A person's ability to imagine how new product concepts could be developed in order to be more useful and relevant to consumers is measured in this scale with eight, seven-point Likert-type items.