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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

Normalcy of Unfriendly Behavior

The scale measures how common a person believes it is in a certain setting for people to behave in ways that are unfriendly.  The scale was made for use in a situation where customers interact with service employees.  However, the items appear like they could be used with minimal changes in many other contexts as long as people are interacting with others using verbal and non-verbal means to express unfriendliness.  Items for both an eleven-item and a seven-item version are described.