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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

perception

The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.

This scale uses four, seven-point items to measure how much a person feels that when using his/her smartphone there is a sense of being in a private, safe place.

With five, seven-point bi-polar adjectives, the scale measures the degree of ease or difficulty with which a person is able to mentally process some information.

The extent to which a person perceives an object to be tangible and realistic-looking is measured with three, uni-polar items.

The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.

The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement.  Four, seven-point semantic differential phrases compose the scale.

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.