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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

familiarity

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.

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. 

With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.

This three-item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

The scale uses seven items to measure how much a person believes that a particular typeface is uncommon and difficult to read.  Responses to the items are made with a seven-point Likert-type scale.

The scale has four, seven-point items that measure a consumer’s relative level of familiarity with a product category as well as a good understanding of the attributes that will provide satisfaction.

Five, seven-point Likert-type items measure a person’s enjoyment of trying unfamiliar experiences. Although three of the statements are general and do not indicate what is being experienced, two items mention products.

With three, seven-point Likert-type items, the scale measures the degree of knowledge a person has about the normal price level of a particular product category.

Using three, six-point Likert-type items, the scale measures a person’s familiarity and proficiency with the language used in a particular advertisement.