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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

goals

The scale measures how much an app helps a person feel more confident about pursuing a particular set of goals.  Three, nine-point items compose the scale.

The scale measures the degree to which a person’s motivation with regard to self-improvement is more about accomplishing a goal rather than the activities performed to reach it.  Five, nine-point Likert-type items compose the scale.

Using five, nine-point items, the scale measures how much a person’s motivation with regard to self-improvement depends more on the activities performed along the way than reaching the goal itself.

The scale uses four, seven-point items to measure how much a person expresses a chronic motivation after having achieved a short-term goal to take advantage of behavior that is inconsistent with a long-term goal.

Six, seven-point items are used to measure chronic behavior emphasizing self-regulation in which a person, after achieving a short-term goal, is motivated to forego short-term rewards that are inconsistent with a long-term goal.

This scale has three, seven-point Likert-type items that measure a person’s belief that he/she has the capability to create a new life and pursue new goals.

The scale is composed of four, seven-point questions that measure the level of motivation a person has towards accomplishing a particular goal in a programmed plan of effort.

How much a person believes that an advertising message explains why customers should participate in an activity is measured with three, seven-point Likert-type items.

Using six, nine-point Likert-type items, the scale measures the degree to which a person believes that consuming a particular product or brand would help attain some of his/her life goals. 

Using three, seven-point Likert-type items, the scale measures the extent to which a customer decides in a store to switch from accomplishing the intended goal to working on one or more other goals.  The goals themselves are not defined in the items themselves.  Further, the items do not specific whether the behavior is limited to a specific shopping trip or frequently occurs across stores and time.