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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 is composed of six items that are intended to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way. Aggarwal and McGill (2007) used the scale with beverage bottles.

The scale is composed of four, six-point items that measure the degree to which a person believes that some specific ads he/she was exposed to made him/her focus on his/her connection with other people.

Seven, seven-point items are used to measure the frequency with which a customer speaks well about his/her relationship with a particular business and has recommended it to others. A car dealership was examined by Brown et al. (2005).

The scale is composed of seven-point Likert-type statements measuring the importance of a specified object to one's identity.

A consumer's interest in shopping at stores where he or she is known by those who work there is measured with three, six-point Likert-type statements.

Three, seven-point Likert-type statements are used to measure an investor's attitude regarding the relationship with a financial adviser, emphasizing the personal attention and concern shown by the adviser. The scale was called functional service quality by Bell, Seigyoung, and Smalley (2005).

The scale is composed of four, seven-point Likert-type statements that measure a customer's attitude about the success of a financial adviser in helping to achieve one's investment goals. The scale was called technical service quality by Bell, Seigyoung, and Smalley (2005).

Six, five point Likert-type items are used to measure the degree to which a customer believes a service provider is trustworthy and caring based on a recent encounter. Hausman (2004) used the scale in the patient-physician context and referred it as Social Aspects of Professional Service.

The scale is composed of seven, nine-point statements that attempt to assess the value a person places on the safety and stability of individual and group relationships.

The degree of satisfaction a consumer reports with respect to the services provided by a certain company/business is measured in this scale with seven, five-point items.