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.
superiority
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 a patron believes a certain place serves his/her goals better than the available alternatives is measured with five, seven-point Likert-type items.
The scale has four, seven-point items that measure a person’s unease and displeasure that a group he/she belongs to is inferior to other such groups and is not performing as well. The criteria on which the groups are being compared are not explicitly identified in the items and can be specified in the questionnaire.
The scale measures a person’s eagerness for his/her group to compete against other such groups and win. The way the groups would compete and how superiority would be judged are not explicitly identified in the items and can be specified in the questionnaire. Six, seven-point items compose the scale.
With three, seven-point Likert-type items, the scale measures the extent to which a person believes that the service provided by a company is high quality, with no reference to any specific type of business or aspect of service quality.
A person’s feeling of uniqueness and status (though not necessarily superiority) is measured in the scale with three, nine-point items.
Three statements are used to measure how much a consumer believes that a set of products sharing a brand name are of high quality.
The leadership ability of an athlete with his/her team as well as his/her relative standing with other athletes in the sport is measured using three, seven-point Likert-type items.
Three items are used to measure how much a consumer believes that a brand extension will be of better quality than most other brands. The statements are phrased somewhat hypothetically because, as used by Sichtmann and Diamantopoulos (2013), the extensions were fictitious but the brands themselves were real and familiar.
The three-item, five-point scale measures the degree to which a person feels that engaging in one of two behaviors would be a signal of his/her status and superiority to others.
