You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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

Ad Message Involvement (Self-Focused)

Four, six-point items are used in this scale to measure the degree to which a person believes that some specific ads he/she has seen made him/her focus on self and feel singular and special.