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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


How much a person reports thinking mostly about what is happening at the current time is measured in this scale using five, seven-point Likert-type items.  While none of the statements explicitly refer to the past or the future, the implication is that the focus is more on the present than on those other time periods.

Ten, nine-point Likert-type items are used to measure a consumer's predisposition to attend to, organize, interpret, and use incoming information according to brand schema.

The intended construct being measured has to do with a person's general tendency to think either analytically (focus on the parts) or holistically (focus on the whole).  The scale is composed of six, five-point items.

Using ten items, the scale attempts to measure a person's cognitive orientation to either focus on the whole more so than the parts (holistic thinking) or to devote more attention to the parts than to the whole (analytic thinking). 

The scale is composed of six, five-point, uni-polar items that are intended to measure how much of a person's capacity to pay attention has been reached or exceeded.

This semantic differential scale is intended to measure the ease and clarity with which a person has processed something, e.g., an ad, a movie, a speech.  The construct is sometimes referred to as fluency.

The degree to which a person views an object has having human-like qualities is measured in this scale with three, seven-point Likert-type items.

The level of thinking and attention a person devotes to a certain activity or stimulus is measured in this scale with three, seven-point semantic differentials.

The scale has four, five-point items that measure how much a person experiences a loss of time consciousness and awareness of his/her physical surroundings when at a particular website.

The degree to which some information or object has evoked thoughts of self and family is measured in this scale with three, seven-point items.