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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

trust

The degree to which something is viewed as sincere, friendly, and good-natured is measured with six, seven-point uni-polar items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.

The scale has three, seven-point items which measure a person’s disbelief that a particular company is one of the worst ones in its industry as reported by a major consumer organization.  The scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with an actual event.

The scale has six items that are used to measure the degree to which a customer believes a particular salesperson is competent and has high integrity.

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.