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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 extent to which a person views a non-human object as being like a person, with an emphasis on its assumed mental abilities, is measured with six, seven-point items.

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

The clarity with which a consumer understands what a brand represents to customers and the ease with which it can be described is measured with three statements.

The scale measures the extent to which a person believes the headline for an advertisement states something that is symbolic regarding a product but is not literally true.  Four, seven-point Likert-type items compose the scale.

A consumer's belief that a particular brand extension is consistent with and representative of a parent brand is measured using seven, seven-point Likert-type items.  The scale can be used with an extension already on the market or with one in development.

The degree to which a person views an object has having human-like qualities is measured in this scale with three, seven-point Likert-type items.

The scale is composed of four, seven point items that are intended to measure the extent to which a person perceives that some objects as a set appear to depict or symbolize a typical family. The objects could be people, such as in an ad, or they could be products, such as beverage bottles in a product line as done by Aggarwal and McGill (2007).

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.