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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

trust

A consumer's belief that shopping websites are generally reliable and that Internet vendors can be trusted is measured using four items.  To be clear, the items are not specific to a particular website but rather to online shopping in general. 

A person's attitude about the steadfast, trustworthiness of a company is measured with five items.  The scale seems to be adaptable for a variety of business entities such as a store, a multi-store chain, a website, or a brand.

With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy.  It does not measure a person's attitude about a particular website but rather, shopping online in general.

A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items. 

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.

The scale uses three items to measure a person's confidence that companies offering products branded as "fair trade" are being truthful about it.

Using three, seven-point items, the scale measures the degree to which a consumer believes a brand is consistently good. 

A consumer's belief that a brand is dependable and has integrity is measured with eleven, seven-point items.

Three, seven-point Likert-type items are used in this scale to measure a consumer's belief that retailers offering low price guarantees do so, in general, because they truly have the lowest prices in the market area.  A version of the scale phrased specifically for a certain retailer is also reviewed.

The degree to which a person views an advertisement as being truthful, impartial, and persuasive is measured with six, seven-point, uni-polar items.