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Scale Reviews

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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


Likert-type statements are used to measure the level of knowledge a consumer expresses having about a product category compared to his/her friends.

Three, seven-point items are used in the scale to measure a person's proficiency with the use of a language, most likely a language other than the one the person is most familiar with.

Six, six-point items are used in this scale to measure a person's level of interest in knowing and talking about electrical production and providers.

Three, seven-point bipolar adjectives are used to measure the extent of a person's awareness of and experience with a particular stimulus. The stimuli examined in the studies mentioned below were either a particular brand or a product category.

Five, seven-point statements are used to assess a person's expressed familiarity and experience with a certain category of products. The emphasis of the scale is on knowledge and, in that sense, it is conceptually similar to many other measures of product class knowledge. However, since one item (#5, below) has to do with usage of the product, it moves the scale more towards a measure of behavioral expertise and that is the way it was viewed by Thompson et al. (2005).

Three, seven-point items are used to measure the degree to which a person believes that another person (specified) has similar "taste" and judgment in evaluating a certain object.

Three, seven-point Likert-type items are used to measure a person's interest in having more information about something. The object of interest in the study by Jones and Reynolds (2006) was a retail store.

Four, seven-point items are used in this scale to measure the degree to which a person believes that a product is difficult to understand and use. While the scale was developed to be used with innovations, it appears to be amenable for use with a wide variety of products, despite the extent to which they are viewed as innovations.

This scale has five, seven-point Likert-type statements that measure the degree to which a person feels effectual and capable in his/her life, with an emphasis on the role played by a specific person.

The intended purpose of this five item scale is to measure the degree of self-assuredness someone has about an attitude toward some object.