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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

social

This seven item, 10 point Likert-type scale measures a type of social anxiety that primarily occurs as a result of interacting with other people.

The tendency to worry about what other people think of oneself is measured with 12, seven-point items.

The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a person’s intention to recommend something to others such as a service provider, retailer, website, or brand.

The subjective probability that a person will tell others about something is measured with three, seven-point semantic differentials.  The measure is “general” both in terms of what is being talked about as well as the favorability of the responder’s opinion (positive vs. negative).

The scale uses three, five-point items to measure how much a child believes a parent was disappointed with him/her and too busy to spend time together.

The degree to which a child believes his/her relationship with a parent to be (or have been) encouraging and comforting is measured with four, five-point items.

How much a person views another person as generous and caring is measured in this scale with four unipolar items.  Application of this scale to measuring the altruism of entities other than individual persons seems possible.

Four, seven-point Likert-type items are used to measure a person’s belief that he/she has been misled and taken advantage of by another party.

The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.