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Scale Reviews

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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


How much a person believes that a person can feel like a global citizen of the world and at the same time a local citizen of his/her community is measured using three, seven-point Likert-type items.

The degree to which a person expresses support for, a connection to, and positive feelings about a particular physical place is measured with four, seven-point Likert-type items.

With three semantic differentials, the scale measures how much a person believes a group of people are like him/her, especially in the way they think.  While it is possible for the comparison to be with other people in general, it is more likely that the scale will be used to measure how much individuals believe themselves to be similar to people in a particular group.

Five, seven-point Likert-type items measure how much a person identifies with a particular message and believes it expresses something to others about him/herself.

How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items. 

How much a person wants to support opinions that others do is measured with three, seven-point Likert-type items.

Four, seven-point Likert-type items are used to measure how much a person feels close and connected to a particular company.

The belief that fans of a particular sports team in a geographic area, such as a city, support the team and are different from the “average citizen” is measured with five, seven-point items.

The desire to fit in with and be part of a particular group of fans is measured with five, seven-point Likert-type items.

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.