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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


Four, seven-point Likert-type items are used in this scale to measure a person’s belief that a request for donations from a particular organization focuses on one victim who represents a large group in order to describe the severity of a pandemic, disaster, or other adversity.

The scale uses five, five-point Likert-type items to measure the extent to which a particular advertisement has motivated a person to gather more information about traveling to a particular destination.

Five, seven-point Likert items measure how much a person relates to and imagines being part of what is in an image (advertisement, photo in social media) involving a product.

The extent to which a video and the person in it seem to be moving in slow motion is measured with three, nine-point items.

How genuine and sincere a product review is considered to be as opposed to insincerely reflecting the reviewer’s thoughts is measured with three, seven-point items. 

The degree to which a person thinks that a particular stimulus can help reduce his/her stress is measured with three, seven-point uni-polar items.

With three, seven-point uni-polar items, the scale measures how much a consumer believes a particular stimulus can help to increase his/her endurance and activity.

Using three, seven-point items, the scale measures the extent to which a viewer believes that a particular person in an advertisement belongs to an ethnic minority of the country.

How morally objectionable a person believes it is for a particular person to be in an advertisement is measured with four, seven-point Likert items.

How much a person believed a brand's message to be genuine and that it expressed concern about consumers is measured with five, seven-point Likert-type items.