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.
sex
A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.
Three, seven-point Likert-type items are used to measure a person’s interest in taking advantage of sexual opportunities with different partners.
The scale uses three, seven-point items to measure the self-expressed likelihood that one would go after and even seduce a particular man. (The items appear to be easily adaptable for other interpersonal relationships as discussed further below.)
Four, nine-point Likert-type items measure how vulnerable a person believes it would be to engage in sex given a certain hypothetical context.
How confident a person is that he/she is able to speak with members of the opposite gender and initiate flirtatious conversations with them is measured in this scale with seven items.
The degree to which a person has a favorable attitude regarding male homosexuality is measured in this scale with four, seven-point Likert-type items.
A person's attitude regarding a man's use of violence with women as part of the satisfaction of his sexual desires is measured in this scale using three, seven-point Likert-type items.
The scale has twelve, seven-point Likert-type statements that measure a consumer's perceptions of sex-role portrayals in advertising.
Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.
A four-item, five point, Likert-type scale is used to measure a person's evaluation of the use of sex appeals in advertising.
