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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

How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.

The scale uses four Likert-type items to measure how much a person believes that another person does not legally own a certain item but is engaging in behaviors that seem to signal that he/she does.

The degree to which a person feels uneasy when society appears to be changing rapidly is measured with three, seven-point items.

How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.

Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.

How much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

Four, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.

How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.

How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.