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.
fairness
Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.
This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.
Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.
The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.
The scale uses four statements to measure a customer’s belief that a particular service provider does not exploit or deceive him/her in their business relationship.
The reasonableness and acceptability of a price is measured with four, seven-point semantic differentials.
With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.
The scale uses three, seven-point Likert-type items to measure a consumer's belief that a particular marketer wants to make a profit at the expense of customers.
Using three, seven-point Likert-type items, the scale assesses the extent to which a person believes that the procedures used by a company to arrive at a decision regarding his/her concerns about a problem were fair.
The scale is composed of four, seven-point Likert-type items that measure the extent to which a customer questions the motives of a particular business entity because of the belief that it took advantage of him/her.
