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Scale Reviews

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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


Four, seven-point Likert-type statements are used to measure a person's belief that buying from a certain company is preferable to buying from others. The scale was called cognitive loyalty by Harris and Goode (2004) and was used with respect to online stores but it appears to be amenable for use with a variety of vendors.

The degree to which a consumer believes that a specific brand of a product is better than the competition based upon the advertising he/she has been exposed to is assessed with seven-point Likert-type statements.

The scale is composed of four, seven-point Likert-type statements measuring the degree to which a consumer believes that the information provided in an advertisement facilitates an understanding of the product's quality.

A customer's global sense of the quality of service provided by a specified organization is measured in this semantic differential scale.  The items are flexible for use in a wide variety of situations where a quality-type of measure is needed.

Six, seven-point items are used to measure the extent to which several attributes are characteristic of some video product or class of products. Although each item could be viewed as a belief, summarizing them implies that they are related to each other and are tapping into a common attribute (product quality). Given the directions used by Gürhan-Canli and Maheswaran (2000), their scale measured one's attitude toward a class of products manufactured in a specified country. They referred to the scale as country-of-origin beliefs.  The items would be best fit televisions but might also be appropriate for DVRs and camcorders.

The scale is composed of eight, seven-point semantic differentials used to measure a person's attitude regarding the quality of a particular product.

Ten, nine-point semantic differentials are used to measure how a person evaluates a camera. It appears that this scale is similar to many typical brand attitude measures except that several of the items here are specific to cameras rather than being broad enough to apply to other product categories.

Eight, seven-point Likert-type statements are used to evaluate the degree to which a person views him- or herself as a leader and desires to have influence over others.