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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

treatment

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

The three item, seven-point Likert scale measures how much a person believes other customers in the store treat employees in an unfriendly manner.

The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession.  Six, seven-point Likert-type items compose the scale.

The degree to which a customer believes that a company makes him/her feel special and has treated him/her better compared to other customers is measured with three, seven-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure the degree to which a customer believes a particular company treats him/her unfairly.

The scale uses three semantic differentials to measure how much a customer believes he/she was treated fairly by a business and as deserved.

A person’s expressed likelihood of engaging in behaviors that involve prevention or treatment of a health condition is measured with four, seven-point questions.  The particular health condition is not stated in the questions and should be provided in the instructions or the context of the study.

The scale has three statements that measure the extent to which a person believes him/herself to be a valuable customer of retail establishment and, thereby, deserving of special treatment from the employees.

A customer’s belief that he/she deserved special treatment or reward from the retailer because of his/her purchase is measured with three, seven-point semantic differentials.

The degree to which a customer believes that he/she has earned special treatment from someone or some organization for an unspecified reason is measured with seven-point, Likert-type items.