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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

Internet Shopping Motivation (Early Adoption)

Using four, seven-point items, this scale measures the extent to which a consumer finds gratification in shopping online because it facilitates learning about and adopting new products, particularly those that are fashion-related.  The scale was referred to as the avant-gardism motivation by Ganesh et al. (2010).