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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

Four items measure how much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

Four, 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.

Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.

How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.

How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.

How much a person reports feeling different from others, even feeling like an outcast at times, is measured with three, seven-point semantic differentials.

The scale has four, seven-point items that measure how much a person changed his/her opinion of an object in order to maintain a good relationship with a particular person.

Six, seven-point Likert-type items are used to measure a type of psychological empowerment in which a person believes his/her actions make a positive difference in another person’s life.

The scale uses three, seven-point Likert-type items to measure the degree to which a person believes a collective of entities such as people or companies have unity and coherence rather than just an aggregate of individuals.

How much a person views a collective of individual entities such as people or companies as a social group is measured with three, seven-point Likert-type items.