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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

purchase

The extent to which the use of child labor by companies affects one’s choice of which products to buy is measured with three, seven-point items. 

How much a person has selected a particular way to buy or use a product in order to save money in the long-run is measured with three Likert-type items.

This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

Using four, seven-point Likert-type items, the scale measures a consumer’s belief that buying locally produced foods helps the community and it is important to him/her to support that.

With five, seven-point Likert-type items, the scale measures how much a person believes that thinking about his/her discretionary purchases would result in various negative feelings. 

The scale measures how much a consumer believes that it is awkward and uncomfortable to purchase a particular product when the behavior can be observed by others.  Based on the items, some of the embarrassment comes from the product itself while some is due to other people witnessing the purchase.  A five- and an eight-item version are described.

Four, seven-point Likert-type items measure a person’s stated likelihood of buying a brand due to its sponsorship of something such as event or cause.

How much a person believes it would be a good idea for a product to be upgraded is measured with three items.  The phrasing of the sentences lends itself most to upgrade decisions made by someone else but which the respondent would be affected. 

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.