Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
decision-making
Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made. Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.
The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.
With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.
The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.
The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.
Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.
Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.
Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.
Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives.
The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.
