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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

self-concept

How much a person believes that a person can feel like a global citizen of the world and at the same time a local citizen of his/her community is measured using three, seven-point Likert-type items.

Composed of nine, seven-point Likert-type items, the scale measures the degree to which a person believes he/she deserves more than others because of being special and not due to effort or skill.

Five, seven-point Likert-type items measure how much a person identifies with a particular message and believes it expresses something to others about him/herself.

How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items. 

The degree to which a consumer views a particular possession of his/hers as an extension of self is measured with six, seven-point Likert-like items. 

Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.

Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.

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.

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.