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.
learning
Various non-monetary costs such as time, learning, and effort that are associated with changing brands within a product category are measured in this scale using five, seven-point Likert-type items.
The extent to which a person uses a website for informational purposes is measured using three, five-point Likert-type items. The type of website studied by Hung, Li, and Tse (2011) was an online community but the scale items themselves seem to be amenable for use with a variety of shopping-related sites.
A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.
This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.
This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.
This six-item, seven-point Likert-type scale measures the degree to which a person who has just had an extraordinary experience views it as being personally challenging and instructive.
The scale is composed of eleven, five-point Likert-type statements that are intended to measure flow and/or peak experiences in a consumption context. (More description is provided in the Origin section.)
This scale uses five, seven-point statements to measure the degree to which a person believes that a product is able to improve its performance over time by storing information and adapting to its environment.
This scale uses four, seven-point statements to measure the degree to which a person believes that a product reacts to changes in its environment in a stimulus/response manner but without learning to improve its performance over time.
This scale uses three, seven-point Likert-type items to measure the degree to which a person believes that an advertisement is responsible for changing his/her attitude about a brand. The scale was called change mind by Smith, Chen, and Yang (2008).
