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Testimonial

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

effectiveness

The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions.  The particular treatment and condition are specified in the items.

This scale uses four items and a seven-point Likert-type response format to measure the degree to which a person believes an advertising message is compelling and convincing.

The degree to which a person believes that a game has effectively communicated information about a particular featured product is measured with three, seven-point semantic differentials.   

Three, seven-point semantic-differentials are used to measure a food’s healthiness in terms of its effectiveness.  To be clear, the emphasis in this particular measure is not on the nutritiousness of the food but rather how well it helps one to stay physically fit.

How effective a person believes a particular anti-smoking message to be in terms of changing attitudes and behaviors is measured with three items.

With four, nine-point items, the scale measures a person’s belief that joining a particular fitness club will help reduce health risks.

How much a person feels that his/her life is meaningful and has some effect on the world is measured with three, seven-point items.

Using three, five-point Likert-type items, the scale measures a person’s attitude about the adequacy of the information provided at a particular website to meet his/her needs.

The degree to which a consumer believes that a specific object, person, or service improves his/her accomplishment of shopping-related activity is measured with four, seven-point, Likert-type items.

Five, nine-point semantic differentials are used in this scale to measure how much a person believes that a message was persuasive and changed what he/she thought about a topic.