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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

values

The degree to which a person is motivated to live up to his/her standards in support of some issue or value is measured with three, seven-point questions.  The scale is adaptable for use with reference to a variety of issues.

The degree to which a person believes that online gambling is socially acceptable according to dominant norms and values is measured with twelve, seven-point Likert-type items.

The importance a person places in his/her value system on social goals such as equality and cooperation is measured with four items.

The degree to which a person is more nature-centered in his/her system of values, as opposed to human-centered, is measured using three, seven-point Likert-type items.

Using ten items and a five-point response format, the scale measures the degree to which a person is faithful to a set of religious beliefs and practices in daily life.

How much a person values caring for the environment and believes in making environmentally responsible decisions is measured with four, seven-point questions.

The four, seven-point unipolar items are intended to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with self-direction and stimulation.

Four, seven-point unipolar items are used in this scale to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with power and achievement.

Three, seven-point unipolar items are used to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with social and environmental concerns.

How much a person values security for self and family is measured in this scale with five, seven-point Likert-type items.