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.
influence
A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.
The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.
A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items.
This Likert scale measures a person’s admission that he/she was easily influenced by the message in a particular ad and had difficulty resisting it. A seven- and a four-item version are discussed. Although the scale was made for use with ads, it can be easily modified for use with other types of presentations such as political speeches, religious sermons, educational lectures, movies, etc.
This scale uses four items and a seven-point Likert-type response format to measure the degree to which a person believes an advertising message is compelling and convincing.
Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.
A person’s confidence in a brand that has been endorsed by a particular celebrity and willingness to buy the product is measured with three, six-point Likert-type items.
The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.
With four, five-point Likert-type statements, the scale measures a consumer’s belief that other consumers come to him/her for product-related advice and are positively influenced by it. Since two of the items include the word “new” it also suggests that this scale taps into a facet of innovativeness as well as the person’s general ability to influence product-related opinions and behaviors.
Three, seven-point Likert-type items measure a person’s belief that his/her fate is not fixed but, instead, can be changed.
