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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

social

With four, seven-point Likert-type items, this scale measures a person’s belief that a particular brand has the ability to exert influence on society.

How much a person believes he/she and a partner had a strong and happy interaction at a certain time in the past is measured with five, seven-point Likert-type items.  The time period is not specified in the items and should be stated in the instructions. 

Whether a person thought the message of an advertisement was more focused on self or on social entities such as family is measured with five, seven-point semantic differentials.

The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.    

The utility a consumer derives from using a product is measured with seven Likert-type items.  The utility may be functional, but it may also be other types such as social, hedonic, or emotional.

This Likert-type scale uses seven items to measure the degree of joy and pride a consumer derives from owning a particular product.

A person’s belief that his/her identity will extend beyond death and, in particular, be remembered “in the community” is measured with three, seven-point Likert-type items.

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.

The scale uses seven, seven-point items to measure how much a person cares about what others think of him/her and works to have good relationships with others. 

The scale has three, seven-point items and measures how much a person feels appreciated by society because of something he/she has used.