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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
University of Texas at Austin

values

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.

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.

The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.

With five, seven-point Likert-type items, the scale measures the extent to which a consumer’s decision to buy a certain brand was heavily determined by personal values and the motivation to make a political statement.

The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.