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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

Expertise with Humor

Ten, seven-point Likert-type items are used to measure how knowledgeable a person reports being with regard to jokes.  Although the scale measures self-reported awareness and recall of jokes, it does not explicitly measure if a person believes him/herself to be funny in telling the jokes.

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