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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


The degree to which a customer believes that a company makes him/her feel special and has treated him/her better compared to other customers is measured with three, seven-point Likert-type items.

The degree to which a person believes a certain individual shows off in order to impress people is measured in this scale with five, seven-point Likert-type items.

The extent to which a person reports feeling powerful at a particular point in time is measured with three questions and a seven-point response format.  To be clear, this is a measure of a person’s state rather than a personality trait or enduring characteristic.

The degree to which one person views another person as being competent due his/her assertiveness and apparent status is measured with four, seven-point semantic differentials.

A person’s motivation to achieve and/or accumulate external indicators of success such as wealth, power, and status is measured with three statements.

Three, seven-point Likert-type items are used to measure a consumer’s belief that a brand has the power to affect the perceived socioeconomic status of the person buying it.

A consumer’s attitude about the sophistication and exclusiveness of a particular brand is measured using eight, seven-point Likert-type items.

The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.

The scale has four Likert-type items that measure a consumer’s belief that choosing unique products to own and use can provide him/her with power and influence over others.

The attitude that a core-user of a brand has towards a group of non-core users is measured with three, seven-point semantic differentials.  Even though the scale was used by Bellezza and Keinan (2014) to measure attitudes of a brand’s core users toward non-core users, the items themselves appear to be flexible for use in a wide variety of situations where a person’s general opinion of another group of people needs to be measured.