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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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

dominance

The extent to which an object is considered to be powerful and aggressive is measured with three, seven-point items.

Three, seven-point semantic differentials compose the scale and measure the extent to which a person feels strong and in-control at a particular point in time.  To be clear, this scale was created to measure a person’s state rather than a personality trait or enduring characteristic. 

Using three questions, this scale measures how much a person believes that at a particular point in time he/she had power over other people.

The degree to which a consumer feels in control of a brand is measured with three, seven-point items.

The degree to which a person expresses a trait-like need for power and the tendency to be controlling in social relationships is measured with six, seven-point items.

The degree to which a person believes him/herself to be in control and able to get his/her way is measured with five, ten-point Likert-type items.  The statements themselves are rather general and do not explicitly measure power as a trait or as a state.  Instructions used with the statements can help focus participants’ attention on one versus the other type of powerfulness.

The degree to which one person views another person as being competent due his/her assertiveness and apparent status is measured with four, seven-point semantic differentials.

A person’s opinion of the self-confidence and assertiveness of another person is measure in this scale using three, seven-point items.

How much a person feels overwhelmed and lacking control within a particular environment is measured with five, seven-point items.

A six-item, seven-point semantic differential summated ratings scale is used to measure the degree to which a person feels independent and in control as an affective reaction to some environmental stimulus.