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Testimonial

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

social

Four, seven-point Likert-type items are used in this scale to measure a person’s belief that a request for donations from a particular organization focuses on one victim who represents a large group in order to describe the severity of a pandemic, disaster, or other adversity.

Three, seven-point Likert-type items measure the helpfulness of information about previous donors’ contributions to a project.   The phrasing of the items makes the scale most appropriate for crowdfunding of a project in which potential donors are provided some information about how much other people have given already.

A person’s beliefs that more should be done to reduce the stigma associated with people who have a criminal background and help them make a fresh start is measured with three, seven-point Likert items.

Composed of eight, nine-point Likert items, the scale measures a person’s belief that people in his/her society should follow the social norms and, if they behave inappropriately, others should strongly disapprove.

Containing three, nine-point items, the scale measures the degree to which a consumer wants a particular product that was owned previously by other people because of the expectation of feeling an association with them. 

How much a person is experiencing negative affect due to disconnectedness from other people is measured with five, nine-point items. 

Using three, seven-point items, the scale measures the extent to which a viewer believes that a particular person in an advertisement belongs to an ethnic minority of the country.

How much a person attends to one’s self at the moment rather than caring about others is measured with four, seven-point Likert items.

The extent to which a person believes that a hierarchy of power is necessary among people in society to maintain order is measured with three, seven-point Likert-type items.

Six, nine-point semantic differentials measure whether a person believes the people in a particular group are focused on helping and caring for others in the group or, at the other extreme, are concerned about helping themselves.