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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 self-expressed level of understanding a particular object (topic, product, company, et cetera) is measured in the scale with three, seven-point items.

With three, nine-point items, the scale measures how much a person anticipates that some particular experiences would help him/her be more certain of preferences with regard to a certain product category.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

The scale uses three, nine-point items to measure how much a person expects that some particular experiences would enhance his/her sociability, at least when it comes to interacting with others with respect to a certain topic.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

With four, seven-point items, this scale measures how fully a person understands a particular experience he/she has had in terms of why it was chosen and the reasons it was liked/disliked.

A person's opinion of his/her level of knowledge about vitamins and experience with taking them is measured in this scale with three, seven-point Likert-type items.

Four, seven-point Likert-type items compose the scale and measure a person's ability to recognize so-called "green products" and distinguish them from products that are not "green."

The scale consists of three, seven-point Likert-type items and is intended to measure the degree to which a consumer not only expresses knowledge of a product's prices across competitors but knowledge of the product's individual component prices as well.  The scale probably is most suited for product categories characterized by "loose coupling" such that great freedom is offered to customers to mix components from different suppliers. 

The level of knowledge and personal experience a person reports having with dieting is measured in this scale using ten items with a seven-point response format.

The ten, seven-point Likert-type items in this scale measure the degree of interest a consumer has in knowing about new high-tech products as well as the desire to be among the first to buy them.

The level of importance a consumer places on knowing about and owning new technological products is measured in this six item, seven-point Likert-type scale.