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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

Source Likeability

A three-item, seven-point semantic differential is used to measure a consumer's liking of the source of information about a particular product. As used by Tripp, Jensen, and Carlson (1994), the scale specifically measured the likeability of a celebrity endorser of a product in a mock magazine ad.