Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Similarity to Another Person
The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.
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