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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

task

The basis on which a person thinks a decision was made is measured in this five-item, seven-point scale. Essentially, the scale attempts to measure the relative roles played by affect and cognition in a particular decision a person has made.

This four-item, seven-point, Likert-type scale is used to measure the degree of care used by a respondent when completing a questionnaire so as to provide answers that accurately reflect his/her feelings and opinions.

Four, seven-point semantic differentials are used to measure the level of involvement a subject reports with regard to an experimental exercise that he/she has just engaged in. The exercise studied by Swinyard (1993) was a retail shopping experience.

The five-item, seven-point scale assesses a research subject's interest in and concern about the task he/she performed as part of a study.

The four-item, seven-point ratings scale is used to measure the degree of involvement a person reports having with a particular decision-making activity.

A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative quality of a choice decision that was made with an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.

A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative difficulty involved in making a choice decision using an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.

A five-item, seven-point Likert-type scale is used to measure the cognitive resources such as attention and concentration a person reports bringing to bear on a recently completed consumption-related choice activity.

The three-item, nine-point Likert-type scale is intended to measure the degree to which a consumer is motivated to shop for hedonic reasons (for fun) rather than for utilitarian reasons (merely to buy products). Kaltcheva and Weitz (2006) referred to the scale as motivational orientation. Although the scale stems they used with the items framed them for examining the motivation for a particular shopping incidence, rephrasing the stem could easily make the scale appropriate for measuring a consumer's longer term shopping orientation.

Seven-point Likert-type statements are used to measure a consumer's belief in his/her ability to successfully complete a specified task. The tasks examined by Meuter et al. (2005) were two kinds of self-service technologies. The scale was called ability in future co-creation by Dong, Evans, and Zou (2008) due to the context in which it was used.