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.
outcomes
Three, seven-point Likert-type items measure how much a person believes that entities outside of him- or herself control outcomes.
The degree to which a person believes that he/she has the necessary resources to produce particular outcomes is measured with three, seven-point Likert-type items.
Five, seven-point items are used to measure the extent to which a consumer is actively considering what to do with a particular new product in order to achieve positive outcomes and avoid negative ones.
Using three, seven-point Likert-type items, the scale measures the belief that one has the ability to make situations turn out the way he/she wants.
Three, seven-point Likert-type items are used to measure how much time and effort a person must expend in order to follow the advice given to him/her by a professional in order to achieve the desired outcome.
The scale measures the degree to which a person’s motivation with regard to self-improvement is more about accomplishing a goal rather than the activities performed to reach it. Five, nine-point Likert-type items compose the scale.
Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken.
Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.
The scale measures how strongly a person believes that a particular good or service is able to reveal if a person has a certain life-threatening ailment. Three, five-point items compose the scale.
The scale measures how bad a person believes the unintended reactions of a health-related good/service could be. The construct being measured is akin to the consequences component of perceived risk (e.g., Cox 1967; Dowling 1986). Three, five-point items compose the scale.
