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Scale Reviews

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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


This five-item Likert-type scale is used to measure the degree to which a person expresses enjoyment with taking risks. The scale was referred to as risk assessment by Bruning, Kovacic, and Oberdick (1985).

Six, five-point Likert-type statements are used to measure a consumer's tendency to express and/or exhibit hostility toward a marketer, especially salespeople. An 11-item version of the scale translated into Dutch was used by Richins (1987).

This three-item, six-point, Likert-type scale measures a person's stated tendency to try new brands. These items as a set have been called new brand tryer in several studies.

This is a 15-item, semantic differential scale that has been used to measure the actual self-concept, the ideal self-concept, the social self-concept, and other similar constructs such as one's concept of another person or one's concept of a product.