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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


A ten-item, seven-point Likert-type scale is used in measuring the relevance of the message or the information in the ad.

Four, seven-point items are used to measure the level of personal importance a person places on the outcome of a decision he/she is making.

Three, seven-point semantic differentials are used to measure the extent to which some product information to which a consumer has been exposed is viewed as being helpful in making a product evaluation. The emphasis appears to be on the content of the information versus the form/style in which it is presented. The scale was referred to as diagnosticity by Ahluwalia, Unnava, and Burnkrant (2001).

Six statements are used to measure the degree to which a person says he/she was interested in and paid attention to an advertisement he/she is familiar with (and had probably just been exposed to).

The scale is composed of four, seven-point statements used to measure a person's sense of the amount of relevant product information that is provided in a commercial communication to which he/she has been exposed.

The five-item Likert-type scale measures the degree to which a person believes an advertisement is consistent with something else. In the study by Ellen and Bone (1998) the focus was on the scent of a scratch-and-sniff panel attached to an ad and whether the ad was consistent with it. Two of the items used nine-point response formats while the other three had five-point scales. Item scores were standardized then summed.

It is a three-item, five-point Likert-type summated ratings scale measuring the degree to which a person expresses a positive attitude toward advertising in general, particularly in the sense of it being credible and useful.

The scale is composed of Likert-type statements measuring the strength of a person's interest in some specified product class. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use. A three-item version of the scale was used by Flynn, Goldsmith, and Eastman (1996). Another variation on the scale was used by Kopalle and Lehmann (2001).

The scale is composed of five, five-point Likert-type statements meant to assess a person's general interest in a particular product category.

The scale is composed of three, seven-point items that measure how important a particular brand is to a person.