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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 is composed of four, seven-point items that measure the likelihood that a person will donate a product of his/hers that is not used anymore but could still be useful to someone else.

Three items are used to measure a person’s motivation to look for and gather items he/she owns that are not used anymore and could be donated.  The scale seems to make most sense to use when there has been an appeal of some sort that asked potential donors to think about things of theirs that could be given away.

Three, seven-point items measure a person’s self-expressed likelihood of engaging in consumption behaviors over some period of time that are thought to benefit people in the local area.

The likelihood that a person will engage in consumption behaviors over some period of time that are believed to benefit people in another country is measured with four, seven-point items.

A person’s concern for people in need and the importance placed on personally helping them is measured with five, seven-point items.

Six, seven-point items are used to measure the degree to which a person believes that those in his/her important reference groups (friends, family, co-workers) would approve if he/she donated to charities to help improve social equality.

Five items with a 100 point response scale measure the strength of a person’s belief that his/her donation to a particular charity will help recipients, with an emphasis on improving their social status.

With two- and three-item versions, the scale measures a person’s belief that donating money to charities has a positive effect on one’s happiness.

Rather than focusing on guilt-related feelings, this scale uses four items to measure a person's cognitive appraisal of his/her failure to donate responsibly.

With five, seven-point items, this scale measures a person's reaction to an appeal made by a charitable cause he/she has just read.  Four of the five items could be viewed as an affective response to the appeal but the fifth item taps more into the cognitive facet of the attitude.  Further, given the phrasing of the items, the scale would be most appropriate for use in those situations where it is possible for at least some respondents to be "upset" by what they have read.