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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

Ethnocentrism

A person’s attitude toward the appropriateness of purchasing American-made products versus those manufactured in other countries is measured using a seventeen-item, seven-point Likert-type scale. The scale was called CETSCALE (consumers' ethnocentric tendencies) by its creators, Shimp and Sharma 1987. The scale has been used in a variety of languages and countries. A ten-item version of the scale has been used in some studies and a revised version of the scale was used by Herche (1992).