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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

kindness

How much a person tries to help others and wants to do things to make them happy is measured with four, seven-point Likert-type items.

How kind and friendly something appears to be is measured with seven-point items.  A five- and a three-item version are described.  The scale is flexible for use with people, animals, and objects.

The degree to which something is viewed as sincere, friendly, and good-natured is measured with six, seven-point uni-polar items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly.  (Two versions of the scale are described, both having four items and three of them being in common.)

How friendly and sociable a person appears to be is measured with four, seven-point semantic differentials. 

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

The scale uses four, seven-point unipolar items to measure how caring and kind a person is considered to be.

Fourteen, five-point Likert-type items are used to measure a person’s trait-like tendency to be concerned about the needs of others as well as expecting help from them when needed.

The degree to which a person considers another person to be friendly and caring about him/herself (the person completing the scale) is measured with five, seven-point semantic differentials.

Three semantic differentials are used to measure how cooperative and kind a person is.  As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.