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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

Brand Anthropomorphism (Supportive)

How much a consumer views a particular brand as having the human-like quality of being helpful, particularly in terms of assisting the person in being different is measured with three, seven-point Likert-type items.