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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

intention

A person’s likelihood of engaging in behaviors that could reduce his/her spending and save money is measured using eight, nine-point items.

A person’s intentions to not only complain directly to the company but also to news media and multiple levels of government is measured with five, seven-point Likert-type items.

The general tendency to attribute distinct human mental capacities to nonhumans is measured with 15 questions.

A consumer’s attitude about trying and buying products of a company the next time they are needed is measured with three statements.

Using three items, the scale measures a customer’s positive attitude toward purchasing items in a store and shopping there again in the future.  Because the items are stated hypothetically and are indefinite about when the shopping would occur, the scale might more precisely be measuring willingness to shop or attitude toward the act of shopping than strictly shopping intention.

Three, seven-point Likert-type items measure a consumer’s openness to the idea of purchasing a product by a company as a gift in a hypothetical situation.  The product, the company, and for whom the gift is intended are not specified in the items themselves and must be provided elsewhere.

The scale uses four items to measure a customer’s emotional attachment to and identification with an entity which he/she might use in the future.  As currently phrased, the items are particularly suited for use with reference to a service provider but they might be appropriate for use with other entities such as a brand.

A person’s plan to engage in behaviors that might help prevent him-/herself from experiencing heart disease is measured with six, seven-point Likert-type items.

The scale employs five, seven-point Likert-type items to measure a person’s plan to engage in certain behaviors in order to prevent skin cancer, with an emphasis on using suncreen.

Using seven, seven-point items, the scale measures a person’s inclination to engage in littering behaviors.