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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

curiosity

A consumer’s enjoyment of shopping for a variety of related reasons (adventure, novelty, curiosity) is measured with five, five-point Likert-type items.

The four, seven-point unipolar items are intended to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with self-direction and stimulation.

This scale uses four, five-point items to measure the degree to which a consumer likes to shop in stores with pre-owned goods in hopes that something valuable will be found.

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.

The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity.  Twelve, five-point Likert-type items compose the scale.

A four-item, seven-point Likert-type scale is used to measure the degree to which a person reports desiring to know more about a specified object. The scale was referred to by Machleit, Allen, and Madden (1993) as brand interest.

This four-item, six-point Likert-type scale is supposed to measure the degree to which a person views a specified activity or experience as being novel and arousing curiosity. This scale was called arousal by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.

Four, seven-point Likert-type items are used to measure a person's curiosity and fascination with a particular retail business.

Three, seven-point Likert-type items are used to measure the degree to which a person reports wanting to know more about a particular brand after having been exposed to an advertisement about it. The scale was called curiosity by Smith, Chen, and Yang (2008).

Three, seven-point Likert-type items are used to measure the degree to which a person says that browsing a website stimulated his/her curiosity. The scale was referred to as the curiosity subfactor of a second-order construct that Wang et al. (2007) called flow. While this factor and the others measured by Wang et al. (2007) might be viewed as a set as composing flow, they do not individually appear to measure flow.  Given this, they are not called flow here.