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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 scale uses three, seven-point items to measure how a consumer feels about the brands as a group in a particular product category.  In other words, to what extent does a person have a good or bad attitude towards most of the brands in a product class.  Fischer, Völckner, and Sattler (2010) referred to the scale as brand likability

The perceived attractiveness and appeal of an object is measured in this scale using three, seven-point semantic differentials.

Four, seven-point Likert-type items measure how much a person likes a website because of the way it  looks.

A three-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being desirable and appealing.

Three, one-word descriptors are used to measure the degree to which one likes some stimulus and perceives it to be ''good.'' Although the study reported here used the scale with respect to musical stimuli it is possible to use it for other stimuli as well. The construct was referred to by MacInnis and Park (1991) as likeability.

The scale has three, ten point items that are intended to measure the degree to which some music is liked and familiar. As used by Bailey and Areni (2006), the scale had to do with a category of music rather than just one song.

This simple scale is composed of three, seven-point Likert-type statements that measure a person's overall evaluation of a website. The scale has been symbolized as Aws (Stevenson, Bruner, and Kumar 2000).

A person's general attitude toward some specified website is measured in this scale with three, seven-point semantic differentials.

Six, seven-point Likert-type items are used to measure a person's attitude about a movie which he/she has heard about but has not seen. While the scale might be considered a measure of attitude-toward-the-act, it is not a measure of behavioral intention.

The scale is composed of seven-point semantic differentials that measure a person's attitude about a business activity or proposal, with an emphasis on the wisdom of the decision. Grant and Tybout (2008) used it to measure a person's evaluation of a business venture that respondents read about.