Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
personality
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
The scale has four, seven-point Likert-type items that measure the amount of competition one feels there is between his/her self-identities. The particular identities referred to in the sentences are ideal and ought.
The link between two of one’s self-identities is measured with four, seven-point Likert-type items. The particular identities referred to in the sentences are ideal and ought.
The degree to which a consumer views a particular possession of his/hers as an extension of self is measured with six, seven-point Likert-like items.
Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.
Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.
Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.
The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.
How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.
How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.
