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.
touch
How much an object is considered to be touchable and concrete is measured with three, seven-point semantic differentials.
Four, seven-point semantic differentials are used to measure the degree to which an object has a texture that feels comfortable and gentle against the skin.
The scale has four, seven-point Likert-type items that measure how much a person believes a particular object has a fine texture and feels plush.
Containing four, seven-point Likert-type items, the scale measures the extent to which an object is perceived to feel smooth and supple.
Using eight, nine-point items, the scale measures the degree to which a person wants greater physical intimacy with a particular person, e.g., to touch, smell, see, hear.
Three, seven-point Likert-type items measure a consumer’s belief that he/she has the power to handle and use an object as desired.
The extent to which a person wants to make things with his/her hands is measured in this scale with seven, seven-point items.
Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be. The scale appears to most useful when measuring a sensation associated with the sense of touch.
Five, eleven-point items are used to measure how much a person felt a sense of “going against the flow” by doing something different and experiencing resistance against someone or something in a particular situation.
Three semantic differentials are used in this scale to measure how much a product appears to have been touched and is considered dirty.
