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Scale Reviews

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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

Attitude Toward Non–Core Users

The attitude that a core-user of a brand has towards a group of non-core users is measured with three, seven-point semantic differentials.  Even though the scale was used by Bellezza and Keinan (2014) to measure attitudes of a brand’s core users toward non-core users, the items themselves appear to be flexible for use in a wide variety of situations where a person’s general opinion of another group of people needs to be measured.