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Testimonial

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
University of Texas at Austin

emotions

A consumer’s belief that a product or set of products connote warmth and passion in some way is measured with three, seven-point Likert-type items.  The product, the producer, and the manner in which “love” is conveyed are not specified in the items themselves.

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.

Using three, seven-point items, the scale measures how much a person feels undecided and doubtful about something he/she has done such as choice that was made.

The tendency to worry about what other people think of oneself is measured with 12, seven-point items.

The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.

The degree to which a person feels responsible and sorry for a particular incident is measured with four, seven-point Likert-type items.

How a person reports feeling (affectively) is measured with six, nine-point semantic differentials.

Three, seven-point items are used to measure how much a person is motivated and feels “right” about his/her reactions to some stimulus.

The scale uses four items to measure a customer’s emotional attachment to and identification with an entity which he/she might use.  As currently phrased, the items are particularly suited for use regarding a service provider but might be appropriate for use with other entities such as a brand.

The scale uses five, seven-point Likert-type items to measure the degree of love and devotion a person has toward GOD.