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Testimonial

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

aggression

How much a person feels at the current time he/she could easily get mad and not be able to control it is measured with three, seven-point items. The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

Three, seven-point items measure a person’s feeling of bitterness at the current time due the beliefs that life is not fair and others are doing better.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

This three-item, seven-point scale measures a person’s inclination at the current time to react toward others in a physically violent manner if threatened.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

With three, seven-point items, this scale measures how much a person feels aggressive at the current time and expresses it by being argumentative with others.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

The degree to which a person believes the source of some information, probably another person, is pushy and aggressive is measured with three, nine-point bipolar items.

The extent to which an object is considered to be powerful and aggressive is measured with three, seven-point items.

The scale uses three, five-point unipolar items to measure how much a person describes someone as having traits stereotypically associated with males.

With four, seven-point Likert-type items, the scale measures the degree to which a customer believes a salesperson was using high-pressure sales tactics and pushing him/her to make a decision prematurely.

How much a person views the interaction that occurred between him/herself and another person as being competitive and businesslike is measured using four, seven-point items.

The level of violence a person believes there is in a particular video game is measured using four, five-point items.  Given the phrasing of one of the items, the assumption is that the respondent has actually played the game rather than having merely heard about it in some way.