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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

The 40 Likert-type items composing this scale are purported to measure the strength with which a person experiences his or her emotions. 

Eight, five-point semantic-differentials are used to measure a person's expression of self-assertive personality traits.  While the traits could be possessed by either sex, they are stereotypically associated with males.

Using eight, five-point semantic-differentials, the scale measures a person's expression of interpersonal personality traits.  While the traits could be possessed by either sex, they are stereotypically associated with females. 

A personality-type factor having to do with femininity and glamor traits is measured in this scale using three, seven-point unipolar items.

With thirteen items, the scale measures a person’s motivation to seek situations and activities that are emotionally stimulating for self and others.

This seven item scale is intended to measure a person’s ability to alter his/her behavior in order to portray an image suited for a social situation.

With four, six-point items, the scale measures a person’s expressed ability to understand others' "true" feelings based primarily on observing their nonverbal behavior.

The extent to which a person views him/herself as being creative and believes that others think that as well is measured in this scale with three, five-point items.

A person's ability to imagine how new product concepts could be developed in order to be more useful and relevant to consumers is measured in this scale with eight, seven-point Likert-type items.

The degree to which a person believes that fate determines outcomes in life (external locus of control) verses self (internal locus of control) is measured in this scale using six, seven-point items.