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.
structure
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
With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.
The degree to which a person feels uneasy when society appears to be changing rapidly is measured with three, seven-point items.
The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why.
With six, nine-point Likert-type items, the scale measures a person’s general attitude that society should have well-defined rules (social norms and laws) and that punishment is appropriate when rules are not adhered to. WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632]. The extent to which the anomilies affected this scale is unknown.
The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order. WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632]. The extent to which the anomilies affected this scale is unknown.
The ease with which a person reports being able to get around a website and find what is wanted is measured using four, seven-point Likert-type items.
The seriousness of a situation is measured in this scale using five, seven-point bi-polar adjectives.
Four, five-point semantic-differentials are used to measure a person's attitude about the way an advertisement is visually presented. The study by Burns and Lutz (2006) focused on ad formats that are used online, e.g., banners, pop-ups, skyscrapers, interstitials.
The uni-polar scale is intended to measure the extent to which a person considers a website to lack clear structure and ease of use. It is composed of four terms and utilizes a five-point response format.
