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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


A person's reported difficulty in making a decision regarding a gambling-related risk is measured in this scale with three, seven-point questions.

The scale uses three, seven-point Likert-type items to measure how important a particular choice-related decision is to a person.

The extent to which a person believes that he/she has completely finished making a decision about something that involved making a choice among alternatives is measured with seven, seven-point items.

The intended construct being measured has to do with a person's general tendency to think either analytically (focus on the parts) or holistically (focus on the whole).  The scale is composed of six, five-point items.

Using ten items, the scale attempts to measure a person's cognitive orientation to either focus on the whole more so than the parts (holistic thinking) or to devote more attention to the parts than to the whole (analytic thinking). 

Three, seven-point items are used in this scale to measure the probability that a person will seek information about some topic or product from sites other than the one he/she has just visited.

The confidence a consumer expresses in his/her ability to interact with salespeople and make good shopping decisions is measured in this scale with three items.

Three items are used in this scale to measure the extent to which a person believes that he/she will regret making a certain decision, e.g., buying a particular product.

The extent to which a person likes a certain offer available to him/her and is considering accepting it is measured with three statements.

How much a person thinks about the opportunity cost of buying products in terms of foregoing the purchase of other products, is measured in this scale with three, six-point Likert-type items.