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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

newness

How new and surprising a product development process is believed to be is measured using four, seven-point items.  The statements composing the scale are flexible enough to be used when comparing two products or when assessing just one product, but the response formats would need to be different.

With four, seven-point Likert-type items, the scale measures the degree to which a person believes that the packaging for a particular product is new and unique.

Three, seven-point semantic differentials are used to measure whether the product featured in an ad is considered fresh and new or old and routine.

The anticipated popularity of a new product and the interest among consumers in purchasing it is measured with three, seven-point questions.

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.

Three statements are used in this scale to measure a customer's opinion of how much a particular salesperson provides information about new goods and services.

Four, seven-point items are used to measure how distinct and unexpected a particular object is viewed to be.  As used by Kim, Han, and Yoon (2010), the object was an advertisement.

This three-item, seven-point scale is used to measure how new and different a product is compared to current products the consumer is aware of and the perceived impact it would have on the consumer's behavior.

This eleven item, seven-point scale measures the attitude a consumer has toward a specific new product. The scale is broad enough to tap not only into what a person thinks about a specified product, but also how it is thought others might respond to it. The scale was referred to as attractiveness of innovation.

This is a four-item, six-point, Likert-type scale measuring a shopper's innovativeness, particularly in relation to stores and brands. It was referred to as shopping innovation by Hawes and Lumpkin (1984).