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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

Involvement with the Vlogger (Parasocial)

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.