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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

Engagement with the Brand in the Game (Cognitive)

How much a person thought about a branded product while dealing with it in a game is measured using three, seven-point Likert-type items.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.