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Scale Reviews

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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

Attitude Toward the Brand of Beer (Cognitive)

The scale measures a person's evaluation of a beer's attributes having to do with the utilitarian and/or physical nature of the product. Several variations of the scale were used by Homer (2006) in the series of studies she conducted. The response format was not described but appears to have been a Likert-type. The scale was referred to as concrete beliefs by Homer (2006).