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Scale Reviews

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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


A six-item, five-point, Likert-type scale is used to measure the degree of skepticism a person has with commercials shown on television, particularly with the motives of the advertiser.

Various seven-point bipolar adjectives are purported to measure a person's opinion about the practices and people characterizing the advertising industry. This is viewed by users of the scale to be different from measuring opinions about advertising as an institution.

Seven, seven-point Likert-type statements are used to measure the extent to which a consumer believes that some specified organization can be trusted in the activities in which it engages to help protect the environment. The source in the study by Osterhus (1997) was a utility company.

A four-item, five-point Likert-type scale is used to measure a person's belief about the ability and/or desire of government to handle what one perceives to be important matters. This scale was referred to as political trust by Durand and Lambert (1985).