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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


A person's belief that a certain business offers goods, services, and helpful purchase information that are not readily available elsewhere is measured using eight, seven-point Likert-type statements. Although the scale was developed for use with an online store, it appears to be amenable for use with brick-and-mortar retailers as well if they have websites.

A consumer's perceived degree of experience in gathering information about a certain type of product and buying it is measured using a four item, seven-point scale.

Three statements with seven-point response scales are used to measure a person's self-expressed level of nutrition knowledge compared to the average consumer and his/her confidence in using that knowledge.

Five, seven-point statements are used to measure a consumer's opinion of his/her level of familiarity with a product. The items seem to be amenable for use with respect to a category of products or a specific brand.

This scale has three, ten-point Likert-type statements that measure the degree to which a consumer believes him/herself to be familiar and experienced with a certain brand relative to friends and others. By changing the term "brand" to "product" the scale is amenable for use with reference to a product category.

The scale is composed of seven statements with nine-point response formats that measure a person's opinion regarding his/her familiarity and experience with regard to some product category relative to others.

Three statements are used to measure the degree to which a person believes he/she is well informed about a certain product category and able to give advice about it. The scale was referred to as a measure of expertise by Lambert-Pandraud, Laurent, and Lapersonne (2005).

Four, seven-point Likert-type statements are used to measure the degree to which a person believes that he/she is knowledgeable about a product or category of products, in fact, is an expert compared to friends.

This seven-point Likert-type scale is used to measure a person's self-reported familiarity and expertise with a particular product category. This is a subjective measure of product knowledge and is considered to be distinct from, though related to, objective knowledge and experience.

The scale is intended to assess a consumer's perceived knowledge of the various brands in a specified product category as well as the confidence to make a selection from among the brands.  The measure is composed of four statements with a seven-point Likert-type response format.