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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

perception

Three Likert-type items are used to measure a person’s sense of having been in a mediated environment or virtual reality that had characters and/or objects. 

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable. 

The degree to which a person focused his/her attention on something specific (stated in the items) is measured with three questions and a ten-point response scale.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced. 

Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.

Five, five-point items measure how much a person felt immersed in a story and distanced from reality.

With ten, seven-point items, the scale measures how much a person is absorbed in an activity because it is the optimal challenge for his/her skill.