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Scale Reviews

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Testimonial

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

symbolism

A person’s general attitude about a logo is measured with three, five-point semantic differentials.

A consumer’s belief that a product or set of products connote warmth and passion in some way is measured with three, seven-point Likert-type items.  The product, the producer, and the manner in which “love” is conveyed are not specified in the items themselves.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes that the products one chooses express something about him/her.   

A person’s belief that a product would help give him/her a distinctive image is measured using three, five-point Likert-type items.

Using three items, the scale measures the degree to which a product is believed to have a sense of tranquility and well-being that it received in the production process.  

This three item scale measures the degree to which a person thinks a product is characterized by happiness that was implanted in it by the production process.  

The scale has three items and measures the degree to which a person thinks the production process for a product gave it a sense of love.  Two slightly different versions of the scale are provided in this review.  They are similar in the statements but differ in their response formats.  One is a Likert-type scale that is useful for measuring one product/brand while the other is for comparing two products/brands.

Using three items, this scale measures the degree to which a person thinks a product has a pride-like quality that was implanted in it during the production process.

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

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