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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


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.

Six, nine-point Likert-type items measure a person's confidence that a product that he/has has recently designed (but does not have in physical form) will be good and enjoyable.

This semantic differential scale measures a person's attitude regarding a specific salesperson.

Three semantic differentials are used in this scale to measure how one's attitude about an organization is affected by learning it is sponsoring a certain event or cause.  It was referred to as effect on sponsor by Olson and Thjømøe (2011).