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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

personal

How much a particular product is considered to be private and something that would not be discussed with a stranger is measured with five, seven-point items.

Containing four, five-point statements, the scale measures a person's hesitancy to reveal something about a particular experience because of the belief it was a private matter.

The scale measures how much a person believes that a writer has revealed personal feelings, thoughts, or other information in a tweet, post, article, etc. Two versions of the scale are described, one with four questions and another with just two.

The six, seven-point Likert-type items in this scale are intended to measure a person’s willingness to have personalized advertisements targeted at him/her by a social media platform based on demographic inferences from his/her usage of the website.

Using five, seven-point Likert-type items, the scale measures a person’s willingness to have a social media platform such as Facebook target advertisements at him/her based on information provided by the person in his/her profile.

How much a customer believes that multiple brand-owned touchpoints are responsive and adaptive to his/her specific needs, circumstances, and activities is measured using four Likert-type items.

The extent to which a branded mobile phone application helps a user believe its functionality is customized for him/her is measured with three, seven-point Likert-type items.

The scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.

Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.

Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.