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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

visual

The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.

This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.

The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement.  Four, seven-point semantic differential phrases compose the scale.

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand.  Three, seven-point Likert-type items compose the scale. 

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

How unique and noticed a person believes he/she would feel with a certain product is measured with three, seven-point items.

How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials.  The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.

Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.