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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 person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

The belief that there are opportunities for anyone to make economic progress and be successful through hard work is measured with five, seven-point Likert-type items.

Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

Four, seven-point items are used to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing in such a way that it enriched one’s social value.

The scale uses three, seven-point items to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing such that it negatively affected one’s social value.

With three, seven-point Likert-type items, the scale measures a person’s attitude regarding how much consumers differ in what they want from a product in a certain category.  In other words, do consumers believe that people vary in their beliefs about what makes a product good or bad?