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Scale Reviews

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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


Four, seven-point items are used to measure a person's subjective knowledge of platforms used to play video games.  It does not attempt to measure knowledge of games played on the devices.

With six, seven-point Likert-type items, this scale assesses a person's enjoyment of Christmas as well as his/her involvement in activities traditionally associated with the holiday season.

Three, five-point unipolar items are used in this scale to measure how much a consumer has intense positive feelings about a brand. 

The degree to which a customer expresses involvement in sharing information and cooperating with employees to improve the service process is measured with five, five-point Likert-type items.

The scale measures the degree to which a customer believes he/she receives better quality service due to his/her involvement in the service process.  Five, five-point Likert-type items compose the scale.

This six-item, five-point Likert-type scale can be used to measure how much consumers have a relationship with a product and feel that it belongs to them even though they do not legally possess it.

The extent to which a consumer views a particular brand as being indicative of one's self is measured in this scale with four Likert-type statements.  The scale was called brand signaling by Park and John (2010).

The degree to which a person is interested in another person and wants a relationship with him/her is measured in this scale using six, nine-point items.  Given the phrasing of the statements, the respondent already knows something about the other individual and may already feel a connection but the emphasis seems to be on the future of the relationship.

The degree to which a consumer believes that a particular brand has had a strong emotional impact on him/her is measured in this scale with three, seven-point Likert-type items.

Three, seven-point Likert-type statements are used to measure the degree to which a consumer believes that a particular brand has had a strong effect on one or more of his/her senses.