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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

Five, seven-point Likert-type items measure a person’s (the recommender’s) beliefs regarding the potential negative social consequences of recommending a person who could view it as inappropriate.  The sentences are flexible for use with a variety of contexts but may make the most sense with regard to customer referral reward programs. 

How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.

With three-items, the scale measures the degree to which a person feels attached to a particular community. 

How much a person believes that he/she has a clear role in a particular community as do the other members is measured in this scale. 

With three-items, the scale measures how much a person knows who is socially superior or inferior to him- or herself in a particular community

The scale measures a person’s willingness to visit a particular community and be involved with it.

With four, seven-point Likert-type items, the scale measures how much a person has a sense of connectedness to others at a particular point in time.

This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.

How much a person tries to help others and wants to do things to make them happy is measured with four, seven-point Likert-type items.

How much an individual likes a certain person and is committed to a relationship with him/her is measured with eight, seven-point Likert-type items.  Because of the phrasing of one item, the scale appears to be most relevant when the two people had the opportunity to “friend” each other on a particular social media website.