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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 extent to which a person's decision about saving money was based upon the desire to feel financially responsible is measured with three seven-point items.

Three, seven-point Likert-type items measure the helpfulness of information about previous donors’ contributions to a project.   The phrasing of the items makes the scale most appropriate for crowdfunding of a project in which potential donors are provided some information about how much other people have given already.

The care and attention used by a person when making a particular choice among alternatives is measured with three, seven-point items.

The degree to which a customer believes that his/her purchase decision was influenced by a particular agent is measured with six, five-point items.

With three, seven-point Likert-items, the scale measures how much a consumer believes that a particular strategy used by a business to price a good or service required more cognitive resources of him/her to make a purchase decision compared to other types of pricing.  

How difficult a person thinks it would be to make a particular choice is measured in this scale with three, seven-point Likert items.

A person’s desire in a recent decision to compare options before making a choice is measured with three, seven-point Likert-type items.

How much a person based a particular decision on his/her feelings and intuition at one extreme or thinking and reasoning at the other is measured using three, seven-point semantic differentials.

Composed of four, seven-point Likert-type items, the scale measures the difficulty a person has in making decisions in life, especially with respect to consumer-related choices, e.g., struggling to decide what gifts to get for friends.

Three, seven-point Likert-type items measure the degree to which a person has high standards when making choices in life and does not settle for anything less than the best.