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.
personality
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
How much a person believes that a particular object seems to have humanlike qualities and intentions is measured with nine, seven-point items.
With 16 pairs of items, the scale measures a person’s personality trait that is characterized by facets such as a self-absorption, self-ascribed authority, and superiority.
Seven items assess the degree to which a person exhibits a trait-like tendency characterized by lack of behavioral and cognitive control.
The importance a person places on instructions and procedures to guide his/her expectations, particularly in a work context, is measured with five, seven-point Likert-type items.
Using four, seven-point uni-polar items, the scale measures how much a person believes his/her personality to be dependable and disciplined rather than disorganized and careless.
How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.
A person’s belief that he/she is lucky and frequently experiences it is measured with five, seven-point Likert-type items.
The scale has four, seven-point Likert-type items that measure the amount of competition one feels there is between his/her self-identities. The particular identities referred to in the sentences are ideal and ought.
The link between two of one’s self-identities is measured with four, seven-point Likert-type items. The particular identities referred to in the sentences are ideal and ought.
