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.
involvement
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
The degree to which a participant in an experimental task reports being unable to concentrate and focus is measured with seven, ten-point Likert-type items.
The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items. The sentences are phrased such that they make most sense for those who have participated in such programs.
The scale measures a person’s willingness to visit a particular community and be involved with it.
How much a person indicates he/she is in a romantic relationship is measured with three, seven-point items. The phrasing of items is such that the scale is most suited for measuring the romantic status of singles rather than people who are married.
The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.
Using four, seven-point Likert-type items, the scale measures a person’s belief that the sponsor of an event truly cares about it and thinks it deserves support.
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.
The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.
