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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

A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.

A five-item, five-point scale is used to measure the importance a consumer places on objective, functional, and economic issues before buying products. This was referred to as economic motivations for consumption by Moschis (1978, 1981) and Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991).

A three-item scale is used to measure the relative preference a consumer has between two competing brands of a product.

A four-item, seven-point semantic differential scale is used to measure how a person feels about attempting to lose weight during the upcoming week.

A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.

The three-item, seven-point scale attempts to assess a person's stated likelihood of getting a diagnostic blood test in the future.

This four-item, eight-point scale is used to measure a consumer's attitude toward some new product concept.

A seven-item, seven-point semantic differential is used to measure a consumer's evaluation of a product in mostly utilitarian terms.

A nine-item, seven-point Likert-type scale is used to measure a person's attitude toward some specified country.

A four-item, seven-point Likert-type scale is used to measure the degree to which a person who has filled out a questionnaire believes his/her responses will remain anonymous.