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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


To measure a person's global attitude toward advertising, the scale uses three, five-point Likert-type items.  The statements are not specific to any particular type of advertising, facet, or context but instead apply to advertising overall.

Using four, seven-point Likert-type items, this scale measures how positive an attitude a person has toward a particular brand extension.  The scale can be used with an extension already on the market or with one in development.

With three semantic differentials and an 11-point response format, this scale measures a person's attitude about how unpleasant something is.  While the scale could be used in contexts in which the focal object is likely to be viewed as positive, its creators (Smith, Faro, and Burson 2013) used the scale with respect to people and animals experiencing some sort of suffering.

This five item scale measures how much a consumer likes a brand and is glad to be seen with it.  Given the phrasing of the items, the scale makes the most sense to use when respondents are very familiar with the brand rather than it being new, proposed, or fictitious.

Three, eight-point items are used to measure how much a person likes another person and considers him/her a friend.  Given the way the items are phrased, the other person is someone with whom the rater already has some form of relationship, e.g., neighbor, financial adviser, physician.

Eight uni-polar items are used to measure a person's belief that receiving advertising that has been personalized for him/her in some way is unpleasant and disgusting.

A consumer's attitude about the use of a brand name with a product in a different category than it has been known for is measured in this scale with three, nine-point items.

The extent to which a person likes a certain offer available to him/her and is considering accepting it is measured with three statements.

The degree to which a consumer views a brand's personality as being attractive and desirable is measured using seven, seven-point bi-polar adjectives.

Based upon some reviews he/she has read, a person's attitude about a movie and interest in seeing it is measured with three, nine-point Likert-type items.