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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 Scheinbaum, Ph.D.
University of Texas at Austin

exclusivity

A consumer’s attitude about the sophistication and exclusiveness of a particular brand is measured using eight, seven-point Likert-type items.

A person’s feeling of uniqueness and status (though not necessarily superiority) is measured in the scale with three, nine-point items.

The degree to which a person believes a deal that has been offered to him/her was limited to just a few customers and not widely available to other customers is measured with four, nine-point semantic differentials.

The scale uses three, nine-point semantic differentials to measure how much a person believes he/she deserves a special offer (sales promotion) made by a business rather than it being unwarranted.

The three, seven-point Likert-type items composing the scale are intended to measure an aspect of one's relationship with a brand that is akin to love.

A three-item, five-point Likert-type scale measures the degree to which a consumer believes that a discount is to be used only by those of a specified age group (e.g., senior citizens). The scale was referred to by Tepper (1994) as age segmentation cue manipulation check.