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Testimonial

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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

personality

This is a 15-item, Likert-type scale purported to measure a consumer's expressed tendency to stand up for his/her rights with marketers and their representatives. The scale covers three interaction situations: resisting requests for compliance, requesting information or assistance, and seeking redress. An 11-item version of the scale translated into Dutch was used by Richins (1987).

This is a Likert-type scale that measures a person's desire to understand how a product works. It was referred to as the Creativity/Curiosity component of the Use Innovativeness Index by Childers (1986) as well as Price and Ridgway (1983).

Three, six-point, Likert-type statements are used to measure a person's desire to own clothing of the latest style. See also Hawes and Lumpkin (1984) for some items from this scale combined with items from a fashion opinion leadership scale.