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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

Innovativeness (Fashion)

Three, six-point, Likert-type statements are used to measure a person's desire to own clothing of the latest style. See also Hawes and Lumpkin (1984) for some items from this scale combined with items from a fashion opinion leadership scale.