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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

values

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

Using six, nine-point Likert-type items, the scale measures the degree to which a person believes that consuming a particular product or brand would help attain some of his/her life goals. 

The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.

Three, seven-point Likert-type items are used to measure the degree to which a person believes a particular company is socially active due to its genuine concern and unselfish motivation.

Six, seven-point Likert-type items are used to measure the degree to which a person expresses support for environmental protection through his/her purchases and consumption.

The degree to which a consumer believes that using a particular product would be consistent with his/her values is measured with three, five-point Likert-type items.  

The scale uses three, five-point Likert-type items to measure a person’s beliefs about the level of materialism of one of his/her parents.  (The scale is completed twice if assessment of both parents’ materialism is of interest.)

Four, eight-point items measure the importance a person places on protecting the ecosystem and living in harmony with it.

The importance a person places on hard work to attain financial rewards and social power is measured with five, eight-point items.

The degree to which a person believes that, in general, one person’s good outcomes come at the expense of another person is measured with six, 10-point Likert-type items.