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Scale Reviews

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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

Price Consciousness

Four, five-point Likert-type items are intended to measure a shopping orientation characterized by a consumer's focus on buying products that are low priced, on sale, or are considered to be good values for the money.