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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

social

The extent to which a consumer wants to be a special user of a brand with a higher status than other users is measured with three, seven-point Likert-type items.

The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand.  Three, seven-point Likert-type items compose the scale. 

Four, seven-point Likert-type items are used to measure how much a person feels close and connected to a particular company.

The scale uses four, seven-point Likert-type items to measure how much a person believes that employees at lower levels of an organization should not have much power and should follow those at higher levels in order for the organization to be successful.

This scale uses six items to measure how involved a person is with a website such that it connects one to a community and is part of daily life.  The scale appears to be most relevant for use with social media websites.

The extent to which a person believes that a restaurant is very special and has more social status than other restaurants is measured using seven-point, Likert-type items.  A two- and a four-item version are provided. 

How much a person felt close to a particular person during an initial interaction and wants to spend more time with him/her is measured with three, five-point Likert-type items.

The desire to fit in with and be part of a particular group of fans is measured with five, seven-point Likert-type items.

With three, seven-point questions, the scale measures how much a person believes that he/she has superiority and higher status compared to other owners/users of a particular brand.

How unique and noticed a person believes he/she would feel with a certain product is measured with three, seven-point items.