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Testimonial

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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

attitudes

Three, seven-point unipolar items measure the extent to which a person believes that he/she has been praised and felt gratified. 

A person’s belief that his/her identity will extend beyond death and, in particular, be remembered “in the community” is measured with three, seven-point Likert-type items.

Using three, seven-point Likert-type items, the scale measures the belief that one has the ability to make situations turn out the way he/she wants.

With four, seven-point items, the scale measures how much a consumer expects that if he/she does not take advantage of a current sale that it will be a mistake.

How much a particular device or app evoked a person's sense of being with another person is measured with four, seven-point Likert-type items.

This scale uses four, seven-point items to measure how much a person feels that when using his/her smartphone there is a sense of being in a private, safe place.

Usage of one’s phone to help relieve stress and deal with other uncomfortable situations is measured in this scale with four, seven-point Likert-like items.

This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.

Five, seven-point Likert-type items measure the degree to which a person believes people in the world, and one’s self in particular, have experienced not having enough resources.

The degree to which an object or event is considered to be consistent and stable at one extreme or erratic and risky at the other is measured with ten, seven-point bi-polar adjectives.