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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

usefulness

This nine-item, seven-point semantic differential scale is used to measure a respondent's overall opinion about engaging in a particular preventative health activity. Oliver and Berger (1979; Oliver 1980) examined attitudes toward getting a flu shot.

Ten unipolar items are used with a six-point response format to measure the use fulness and enjoyment a person perceives in an object such as a good or service.

This semantic differential scale measures "felt involvement" toward product information presented in an advertisement. "Felt involvement" was defined by Celsi and Olson (1988) as the motivation to process information in a particular situation and is caused by two other types of involvement: enduring involvement and situational involve ment.