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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

tolerance

This scale has three, seven-point Likert-type items that measure the extent to which a person believes that an advertisement is responsible for helping him/her to be more willing to consider other views than his/her preconceptions about some object. The scale was called resistance by Smith, Chen, and Yang (2008) because they reverse-scored each item.

Nine, nine-point statements are used to assess the value placed by a person on an understanding of and desire to protect the welfare of all people and nature.

The degree of openness one has in general toward stimuli that are puzzling, indefinite, or less than clear is measured using this twelve-item, seven-point Likert-type scale.

Sixteen Likert-type statements are purported to measure an individual's tendency to interpret situations that cannot be adequately categorized (ambiguous) as sources of threat because of a lack of sufficient cues.  Although the construct is more popularly known as tolerance for ambiguity, the way it was scored by Richardson, Jain, and Dick (1996) was measuring the opposite tendency.