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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


Three statements are used to measure the importance placed by a viewer on positive comments and endorsements of a product made by users and experts. The scale was called comments and demonstrations by Agee and Martin (2001) and referred to the importance of this type of information being provided in infomercials.

Three Likert-type statements are used to measure the extent to which a person believes that advertising has value and is important. The items are general enough so that they can refer advertising in general or to advertising in a specific medium. The scale was not, however, developed for use with a specific ad.

The scale is composed of seven-point semantic-differentials intended to measure the degree to which a decision involves more thinking (utilitarian motives) or more feeling (affective motives).

Three, seven-point uni-polar items are used to measure how much a person considers prestige to be an important criterion when shopping for a specified product. The product category examined by Kirmani, Sood, and Bridges (1999) was jeans.

The four-item scale measures the care taken by a subject in a study he/she has just participated in. Additionally, one item taps into the subject's motivation to process information related to the focal stimulus of the study.

The scale uses three, seven-point statements to measure the degree to which a person pays relatively more attention to a particular possession than to other possessions. The investment of time and thought in the object "layers' more meaning on it and makes it even more important to the owner. The scale was called psychic energy by Grayson and Shulman (2000).

The scale is composed of five, five-point Likert-type statements meant to assess a person's general interest in a particular product category.

The scale is composed of Likert-type statements measuring the strength of a person's interest in some specified product class. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use. A three-item version of the scale was used by Flynn, Goldsmith, and Eastman (1996). Another variation on the scale was used by Kopalle and Lehmann (2001).

The scale is composed of three, seven-point items that measure how important a particular brand is to a person.

The scale is composed of four, seven-point Likert type statements measuring a person's interest in some specific event and its importance to him/her. The events examined by Speed and Thompson (2000) were related to sports.