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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

risk

The degree to which an investor’s risk judgments are based on fluctuations in data values from one point in time to the next are measured with four, seven-point Likert items.

Composed of four, seven-point Likert-type items, the scale measures a person’s belief that providing personal information to a particular website when updating his/her profile has a high potential of being used inappropriately.

The degree to which an object or event is considered to be consistent and stable at one extreme or erratic and risky at the other is measured with ten, seven-point bi-polar adjectives.

Thirteen items are used to measure the level of objective knowledge a person has of basic financial concepts.  An eight-item version is also discussed.

Using three, seven-point Likert-type items, the scale measures a person’s inclination to refrain from investing in the stock market because of the risks involved.

A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.

How willing a person is to take risks with his/her financial investment activity is measured with five, five-point items.

How much a customer believes that a particular product is not worth the price being charged is measured with three, seven-point Likert-type items.

With three, seven-point Likert-type items, the scale measures how much a person is concerned that a bad decision about a particular purchase could harm his/her self-concept.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer worries that purchasing a certain product might result in others thinking less of him/her.