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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

trust

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Using eight sentences and a seven-point response format, this scale measures the degree to which a consumer expresses strong trust of, affection toward, and commitment to a particular brand.  Several of the sentences are phrased as if one were describing a relationship with a person. 

Four, seven-point semantic-differentials are used to measure how much a person believes some entity is honest and not manipulative.  The focus of the measure is commonly a person, but the scale is general enough to be used with other entities such as a company, an ad, or a website. 

The degree to which a person believes a particular retailer could be reliable and depended upon is measured with four, nine-point Likert-type items.

How much a customer trusts that an online retailer is protecting his/her personal information is measured using three, five-point items.

The degree to which a person is apprehensive and distrusting of other people in general is measured with four, seven-point unipolar items.

Six semantic differentials are used to measure a consumer’s attitude about a retailer, with the emphasis on beliefs that could be considered most relevant when comparing online retailers.

A person’s general level of trust across a variety of people and situations is measured with 25, five-point Likert-type items.  To be clear, the scale does not measure one’s trust of a particular person or those playing a specific role but rather the tendency to trust others and be optimistic about their intentions.

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.