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Scale Reviews

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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

Attitude Toward Shopping Websites (Customization)

The scale uses four statements to measure a consumer's belief that Internet shopping websites should treat shoppers as individuals, allowing them to personalize their experiences.  As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.