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.
relationships
With three-items, the scale measures the degree to which a person feels attached to a particular community.
This six-item Likert-type scale measures how much one has a sense of satisfaction in doing things primarily for the benefit of a particular person rather than him/herself.
The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.
The scale uses three, seven-point Likert-type items to measure the degree to which a person believes a collective of entities such as people or companies have unity and coherence rather than just an aggregate of individuals.
How much a person views a collective of individual entities such as people or companies as a social group is measured with three, seven-point Likert-type items.
The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.
Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.
With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.
This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).
