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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

attitudes

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 degree to which a patient believes that the person or device making a recommendation about a medical procedure would not give consideration to his/her unique condition and circumstances is measured with three, seven-point items.

How much a customer believes that multiple brand-owned touchpoints are responsive and adaptive to his/her specific needs, circumstances, and activities is measured using four Likert-type items.

With four Likert-type items, the scale measures how much a consumer considers multiple touchpoints as sharing a common brand theme.

The extent to which a person likes a particular brand based on his/her experience overtime with multiple touchpoints is measured with four, seven-point items. 

The scale has three statements that measure how much a person believes the product information provided on a web page is exciting to multiple senses.

The scale has three, seven-point Likert-type items that measure how much a person believes she/he was able to move a hologram with his/her hands.

The degree to which a person believed that a hologram was moved because of his/her voice-commands is measured with three, seven-point Likert-type items.

The degree of responsiveness and dependability a person believes there is in a particular technological interface is measured in this scale with five, ten-point semantic-differentials.

A person’s feeling of freedom to decide how to respond to a donation request is measured with four, six-point items.