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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

truth

Using four, seven-point Likert-type items, the scale measures how much a person believes that another person is attempting to mislead others by presenting an image of him/herself that is not true.

The scale uses seven, seven-point Likert-type items that measure a person’s belief that an advertisement misleads people with its claims and implications about a particular product’s environmentally-related attributes.

Using three, nine-point Likert-type items, the scale measures the extent to which a person believes a certain advertisement provides accurate information.

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.

A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”

Seven-point Likert-type items are used to measure a consumer’s skepticism about improvement claims being made about a product by the company.  A two- and three-item version are discussed.

The extent to which a person not only thinks an advertisement is unbelievable, but that it is also misleading, is measured in this scale with three, nine-point semantic-differentials.

The extent to which a person believes that a particular story and the facts stated in it are correct is measured in this scale using three, seven-point Likert-type items.  The scale seems to be amenable for use with advertisements, books, and movies by simply replacing the word "story" in each item with something else if desired.

The truthfulness of a salesperson is measured in this scale with four items.

A person's opinion about the accuracy and truthfulness of the ads for products that are placed within video games is measured with three, five-point Likert-type items.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.