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.
Relationship Norm Orientation (Communal vs. Exchange)
Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee. In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.
Key Words