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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

likeability

Three, nine-point items measure the extent to which a consumer likes a particular offer and thinks it is good.  Typically, the measure would be used with respect to an opportunity to buy a product for a certain price.

The degree to which a person considers something to have been interesting and fun is measured with three items.

How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials.  The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.

How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items.  The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.

How much an individual likes a certain person and is committed to a relationship with him/her is measured with eight, seven-point Likert-type items.  Because of the phrasing of one item, the scale appears to be most relevant when the two people had the opportunity to “friend” each other on a particular social media website. 

One’s attitude regarding how much he/she liked a person with whom he/she worked with in a particular joint task and the willingness to work with that person again is measured with three, seven-point items.

With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.

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 scale has three, seven-point Likert-type items that measure a person’s overall attitude toward a particular color (unspecified in the sentences themselves).

Three, seven-point Likert items are used to measure the degree to which a person indicates having a social connection with a particular person in the past.