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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

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.

Using six, five-point Likert-type items, the scale measures a person’s belief that an organization to which he/she belongs is competent and caring about its members.

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

A person’s confidence in a brand that has been endorsed by a particular celebrity and willingness to buy the product is measured with three, six-point Likert-type items.

Eight, nine-point items are used to measure how much a consumer thinks that a price listed for a certain product is the actual price that will be charged by a particular retailer.

Eight, seven-point semantic differentials are used to measure a person’s attitude about an article with an emphasis on its usefulness and credibility.

With six, seven-point Likert-type items, the scale measures a person’s general and enduring tendency to experience feelings of closeness and trust with other people.

A person’s level of trust in the benevolence, integrity, and competence of someone who has sent him/her a product-related message via e-mail is measured with nine, seven-point items.