Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
interest
How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.
Using three, four-point items, the scale measures how often a person has negative thoughts about commercials. The scale was made for use by children.
How much effort a participant put into a study and how interesting he/she considered it to be is measured with four, seven-point items.
How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items.
The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.
How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.
The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.
With three, seven-point Likert-type items, the scale measures not only the degree to which a person considers a particular advertisement to be interesting but that he/she was involved in it.
The interest and fun a customer expresses with respect to assembling products is measured using four, seven-point Likert-type items.
