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.
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How much a particular device or app evoked a person's sense of being with another person is measured with four, seven-point Likert-type items.
A consumer’s likelihood of using a smartphone in a store when searching for product and price information is measured with five, seven-point items.
With four, seven-point Likert-type items, the scale measures how much a person felt good and had a warm feeling about using a particular object.
The extent to which a person perceives an object to be tangible and realistic-looking is measured with three, uni-polar items.
The scale has three, seven-point items and measures how much a person feels appreciated by society because of something he/she has used.
Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.
How much a consumer wants to know more about a particular sale is measured with three, seven-point items.
Three items are employed to measure how skilled a consumer believes him/herself to be in finding information, especially with respect to products.
This Likert-type scale measures how much a consumer believes that two products that have been promoted together are associated because they are used together by consumers.
A person’s desire and tendency to customize products when possible is measured with three, seven-point Likert-type items.
