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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

interaction

The scale measures the degree to which a person believes that a website enables the user to know where he/she is, go where he/she wants to go, and do what he/she wants to accomplish at the site.

Six, seven-point items are used in the scale to measure the degree to which a person believes a website allows a free flow of information from the user as well as to the user (two-way).

This scale is composed of six, seven-point items that are intended to measure the degree to which a person believes that the speed with which a website reacts to user actions is fast.

The extent to which a communication event at a website is characterized by information other than in verbal form is measured using four, seven-point items.

Five, seven-point items are used to describe how "social" an object is. While the scale appears to be amenable for use with reference to a person, it was made for use with a website, thus, it may make most sense when used with non-human objects that are intended to have human-like qualities such as interactivity and protocol usage.

Seven, seven-point Likert-type items are used in this scale to measure the extent to which a person engages in behaviors to manage the quantity and quality of information exchanged in conversations with others. The scale was called information control by Mittal, Huppertz, and Khare (2008).

This is a three item, five-point Likert-type scale that measures the degree to which a person is motivated to observe and interact with other people when shopping.

The scale is composed of three, seven-point Likert-type items that are intended to measure the degree to which a person believes that a group of people who he/she has interacted with made him/her feel like they all had something in common. As used by Van Dolen, Dabholkar, and Ruyter (2007), respondents were evaluating a chat-based service they had experienced that was for gathering information about investment funds from other customers and a financial advisor.

Seven, seven-point Likert-type items are used to measure the degree of interactivity a person believes there to be in a particular computerized interface such as the type used in self-service contexts for monetary transactions, self-help, or customer service.

The scale is composed of Likert-type statements measuring the degree to which a person expresses an awareness of self as a social object with an effect on others.