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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

perception

Three, seven-point Likert-type items are purported to measure the number of images that come to mind while processing a stimulus.

A three-item, six-point Likert-type scale is used to measure the degree to which a person indicates that a stimulus has evoked images and triggered memories.

A three-item scale is purported to measure the length of time a person perceives a delay to have lasted. Responses were measured in hours.

A three-item, seven-point semantic differential scale is used to measure the perceived "activity" of a stimulus.

This is a 14-item, seven-point semantic differential scale measuring the per ceived complexity of some specified stimulus. Modifications of this scale have been used in several studies as described below.

This three-item, seven-point semantic differential rating scale is used to measure the degree of importance a person places on a purchase decision for some product and the amount of attention devoted to it.

This three-item, seven-point semantic differential scale is used to measure how dynamic or elaborate a stimulus is perceived to be.

A 12-item, three-point summated ratings scale is used to measure a person's ability to control optical memory images. The full formal title for the scale is the Gordon Test of Visual Imagery Control.

A seven-item, seven-point semantic differential scale used in measuring a person's tendency to rely more on the functions associated with one brain hemisphere than on those associated with the other. The construct was referred to by Hirschman (1986) as cognitive function asymmetry.