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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

behavioral

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

The scale measures a person’s motivation to have a lot of things because of the belief it will bring happiness.  A three-item scale and a five-item version are described.  The latter emphasizes that the desire is felt at the moment.

Containing four, five-point statements, the scale measures a person's hesitancy to reveal something about a particular experience because of the belief it was a private matter.

The scale has three, seven-point Likert-type items that measure how much a person is motivated to seek something stimulating and satisfying at the current time.

Seven, seven-point items measure how willing a person is to engage in relationships with people who have a mental illness.

Four statements measure a person’s belief that when posting information on social media, he/she is more revealing and less restrained about expressing thoughts and feelings. 

The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided.  The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places that people go to which provide some degree of service which can affect one’s intention of returning to in the future.

The scale has three, seven-point Likert-type items that measure how likely it is that a person will recommend a place and talk about it positively.  The sentences are phrased generally enough that they can refer to a wide variety of “places,” e.g., a restaurant, a museum, a church.

Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.