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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

WOM

The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.

The scale has three, seven-point items that measure the degree to which a person has shared information with another person in order to help and prepare him/her for a particular “experience.”

With three, seven-point items, the scale measures the degree to which a person shared information with another person in order to improve that person’s attitude about him/herself.

Using three, seven-point items, the scale measures the degree to which a person is inclined to complain about a specified entity to other people.  As currently phrased, the scale makes the most sense for use with a hypothetical scenario rather than as feedback about an actual event that has already occurred.

The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a person’s intention to recommend something to others such as a service provider, retailer, website, or brand.