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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

fan

The extent to which a person says he/she will be excited about a particular sports team beating another team it is playing against and the likelihood he/she will engage in behaviors to express support for the team during the event is measured with four, nine-point items.  The scale items are flexible for sporting events which have two teams playing against each other or when the researcher’s desire is to focus only on two of several teams in a multi-team event such as the Olympics.

The level of a person’s enjoyment of a celebrity and identification with him/her is measured with three, six-point Likert-type items.

The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team.  The emphasis is on the team’s high standards and its efforts to please loyal fans.

The scale is composed of four, seven-point Likert-type statements that are intended to measure how much emotional distress a person says would be experienced if separated from a particular object. The object could be a person, place, or thing; in the case of the studies by Thomson (2006), the object was "human brands" such as celebrities and other well-known people.

The scale has three Likert-type statements that are used to assess the extent to which a consumer expresses interest in a certain brand.

Three, five-point Likert-type statements are used to measure the degree to which a consumer has experienced positive relationships with other consumers due to their mutual ownership of a certain branded product. The scale was referred to as owner-owners relationship by McAlexander, Schouten, and Koenig (2002).

A consumer's attitude toward a certain product is assessed with three, five-point Likert-type statements. The emphasis of the scale is on the affective component of one's an attitude. The scale was referred to as owner-product relationship by McAlexander, Schouten, and Koenig (2002).

The scale is composed of four, seven-point semantic differentials measuring the attitude of a sports team fan of other fans regarding their approval of the purchase of a team sponsor's products.

Three, seven-point semantic differentials are used to measure the degree to which a person considers the normal price charged for a particular good, service, or activity make the deal a good value.

Three, seven-point semantic differentials are used to measure the degree to which a person evaluates the tangible aspects of an object such as a structure to be of high quality.  The object examined by Wakefield and Barnes (1996) was a stadium.