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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

knowledge

This is a Likert-type scale that measures a person's desire to understand how a product works. It was referred to as the Creativity/Curiosity component of the Use Innovativeness Index by Childers (1986) as well as Price and Ridgway (1983).

This is a two-item, five-point Likert-type scale measuring the number of times in the previous two years a customer recalls being exposed to mass media advertisements by his/her a particular company.

This is a two-item, six-point, Likert-type scale that measures a consumer's belief in his/her own shopping ability.

This four-item, five-point Likert-type scale is used in measuring the number of times in the previous two years that a customer recalls a personal source providing information that led to questioning the value of his/her insurance policy. The personal sources were individuals other than those working for the insurance company.

This two-item, seven-point semantic differential ratings scale is used in measuring the degree to which an object is perceived as being familiar. The objects evaluated by subjects in Hirschman's (1986) study were print ads.

This is a six-item, five-point scale measuring the number of times in the previous two years a customer recalls the mass media providing information that led to questioning the value of his/her insurance policy. The implication of this measure is that the information originates from sources other than the policy owner's insurance company.