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Scale Reviews

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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


A consumer's preference for products with noticeable brand logos is measured using four, nine-point bi-polar adjectives.

Four, ten point, semantic differentials are used to measure how positively or negatively a person feels about him- or her-self.

The degree to which something or someone is viewed as stylish and trendy is measured in this scale with three, nine-point, semantic differentials. 

Three, seven-point Likert-type items are used to measure how much a person uses a product because of the positive social value it is expected to have.

A consumer's tendency to buy well-known brand name products (national brands) rather than those owned by distributors (store brands) is measured with three, seven-point Likert-type items. 

Four, five-point bi-polar adjectives are used to measure a customer's opinion about a store's sophistication and fashionability.

The degree to which a person believes in the inequality between those people with more power and those people with less.  Four, five-point Likert-type items compose the scale.

Three unipolar items are used to measure the extent to which a person believes an advertised product has a status that is admired by others.  The scale was referred to as symbolic concept by Aggarwal, Jun, and Huh (2011).

A personality-type factor having to do with femininity and glamor traits is measured in this scale using three, seven-point unipolar items.

The degree to which a person believes a deal that has been offered to him/her was limited to just a few customers and not widely available to other customers is measured with four, nine-point semantic differentials.