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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


The scale has eleven, five-point items that measure the degree to which a person views his/herself as being characterized by behaviors that exhibit creativity, individuality, and spontaneity.

The scale is composed of five, five-point statements that attempt to capture a consumer's motivation to explore different ways of using a product. Although the product examined by Shih and Venkatesh (2004) was a computer, the statements might be usable with other product categories as well.

The scale is composed of three, nine-point statements indicating a person's agreement that a print advertisement's headline was open to interpretation and noticeable effort was expended to give meaning to it.

The five, seven-point items are used to measure the degree of importance a person believes should be placed on an advertising agency's creative ability. As written, the scale does not measure a person's attitude toward a specific agency's ability but rather the role this criterion should play in general when making a selection among agencies.

Three items with a seven-point response format are used to measure perceptions about the degree to which an advertising medium is able to express excitement in the work it does and pass that enthusiasm on to the client and the ad agency. As used by King, Reid, and Morrison (1997), the scale was meant to be completed by respondents knowledgeable with media planning.

Three, seven-point Likert-type items are purported to measure the number of images that come to mind while processing a stimulus.

Twenty, seven-point Likert-type statements are purported to assess a person's natural disposition to use either a rational or an intuitive decision-making style (DMS). A rational DMS involves thoughtfully attending to information, whereas an intuitive DMS amounts to relying on general feelings or simple heuristic rules as the basis for a decision.

This is a six-item, Likert-type scale that measures a person's tendency to use a product to its fullest and in numerous ways. The scale was referred to as multiple use potential by both Price and Ridgway (1983) and Childers (1986).