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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


The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity.  Twelve, five-point Likert-type items compose the scale.

Five, 11-point items are used in this scale to measure the cognitive and emotional bonds between a brand and a consumer.

The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items.  Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.

Three, seven-point unipolar items are used in this scale to measure the degree to which a person is characterized by a personality-type factor having to do with productivity and intelligence.

A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.

The extent to which a consumer views a particular brand as being indicative of one's self is measured in this scale with four Likert-type statements.  The scale was called brand signaling by Park and John (2010).

Using five, seven-point Likert-type items, this scale measures a person's reluctance to engage in behaviors that appear to be risky.

Using eight uni-polar adjectives, this scale is intended to measure the theorized dimension of personality having to do with the degree to which a person has a tendency to seek efficiency and structure.

The scale is composed of six, six-point Likert-type items that measure a person's preference for planning as well as the extent to which the individual develops goals and uses reminders of those goals.  As explained below, there are five versions of the scale, varying on what they focus.

This scale uses five, seven-point Likert-type items to measure a person's preference for certainty and tendency to feel anxious when outcomes are uncertain.