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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

youthfulness

This scale is intended to measure a person's attitude regarding his/her non-chronological age rather than the number of years lived. Various forms of the scale have been used over time but each has included four items that are expected to tap into somewhat different age-related traits: the age one feels, the age one looks, the age indicative of one's interests, and the age indicative of one's activities.

Four items are used to measure what a person considers to be the most undesirable age for him- or herself. While three forms of the scale are presented here (ratio, semantic differential, and Likert), the available evidence would indicate that only the semantic differential version is recommended for use.

The four items composing this scale are intended to measure a person's desired age as opposed to the number of years lived. Three forms of the scale are provided: ratio, semantic differential, and Likert.

The scale is composed of five, five-point items intended to measure a person's attitude about the costs and benefits of engaging in preventive health care behavior.