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
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.
The scale has four, seven-point semantic differentials that measure how much a consumer believes that particular product has been touched by other people and is unsanitary. While the items themselves do not explicitly mention food, the scale probably makes most sense when used with a food or beverage product.
Four statements are used to measure how much concern is expressed by a consumer about the possibility that other shoppers may have touched or damaged a particular package of a product he/she is thinking about buying.
Twenty, seven-point Likert-type items are used to measure how comfortable a person is with touching and being touched by others. The statements are gender-neutral. The emphasis is on the importance of physical contact rather than the gender of those who are touching.
This three item, seven-point Likert-type scale measures the degree to which a person has a feeling of owning an object without actually having possession of it. While it might be possible to use the scale when people do have some legitimate legal claim to an object, it was not developed for that purpose but instead was meant for occasions when people do not possess an object but feel as if they do.
