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Testimonial

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

movement

The scale has three, seven-point Likert-type items that measure how much a person believes she/he was able to move a hologram with his/her hands.

The degree to which a person believed that a hologram was moved because of his/her voice-commands is measured with three, seven-point Likert-type items.

The scale uses three, seven-point items to measure the degree to which a person believes that an unspecified “external force” is pushing him/her forward.

Three, seven-point Likert-type items measure the degree to which a logo appears to move as if it is alive.

A six-item, seven-point semantic differential is used to measure the level of crowding a consumer perceives there to be in some specified shopping context. The measure was referred to as perceived retail crowding by Eroglu and Machleit (1990).

This is a four-item, five-point scale that measures the degree of importance a consumer places on ease of getting around in a store.