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Scale Reviews

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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


The degree to which a person believes that a particular brand has opposing meanings is measured with six, nine-point items.  While the items might refer to functional or quality aspects of a brand, the scale was created with respect to the identity promoted by a company for a brand.

How much a person considers a particular brand to have a history as well as being timeless and consistent over time is measured with four, nine-point Likert items.

A consumer’s level of knowledge about a brand and recognition of it among other brands is measured with three, seven-point Likert-type items.

A consumer’s ability to have figured out how to reconcile the apparent inconsistency in a particular brand’s image is measured with three, nine-point items.

How much a particular brand is considered to be exciting and something the person wants to know more about is measured with four, seven-point Likert-type items.

Using four, ten-point semantic differentials, the scale measures the extent to which a person believes a brand has human-like characteristics such as closeness and sincerity. 

The scale uses three, seven-point Likert-type items to measure how much a person purchases products and particular brands that are viewed as “genuine” in order to signal to others his/her autonomy and integrity.

The scale has three, seven-point Likert-type items that measure how much a consumer believes that a particular brand is always guided by the values it has been associated with over time.

How familiar a consumer is with a brand based on hearing about it, buying it, and/or using it is measured with four, seven-point semantic-differentials.

With four, seven-point items, the scale measures how much a person thinks that a particular other person knows a brand better than other consumers and could be considered an expert.