This scale measures the degree to which a consumer reports having action-oriented experiences with a particular brand. Three, seven-point Likert-type items compose the scale.
A six-item, six-point summated ratings scale is used to measure the arousal-related emotional reaction one has to an environmental stimulus. The scale focuses on the person's feelings rather than being a direct description of the stimulus.
Three, seven-point Likert-type statements are used to measure a customer's global attitude regarding the quality of an experience, such as the service he/she received from a firm. The items seem to relate to the overall interaction with a business rather than just measuring the customer's reaction to the product.
This scale uses three, six-point Likert-type items to measure the degree to which a person expresses enjoyment with regard to a particular activity.
The scale is composed of three, seven-point statements that are intended to measure a person's desire for more or less stimulation at a particular point in time. Theoretically, this provides an idea of a person's optimum stimulation level with respect to a certain context.
Three, seven-point bi-polar adjectives are used to measure how stimulating a person believes a particular object to be. As used by Roehm and Roehm (2005), the scale measured the potential stimulation of a described activity but the items appear to be amenable for use in measuring the perceived stimulation of a stimulus that has actually been experienced.
The scale is characterized by several bi-polar adjectives presumed to measure the subject´s overall evaluation of engaging in an activity. In most cases the "activity" is a hypothetical purchase or product usage situation the subject is asked to consider. In the study by Bansal, Taylor, and James (2005), it had to so with one´s attitude toward switching service providers.
Theoretically, the construct is viewed as lying between attitude-toward-the-object and one´s behavioral intention with respect to the object. Most of the versions of the scale discussed here have between three and five items. They are similar in that they have at least two or more items in common with several other versions in the set. Although most users did not describe the number of points on their scales, it appears that the majority employed seven point scales.
The scale is typically composed of six semantic differentials that are intended to measure one's arousal-related emotional reaction to some stimulus in the person's environment.
The scale is composed of uni-polar items used to capture a dimension of one´s attitude toward a certain advertisement with the emphasis on how exciting and playful it is. This is in contrast to measures of one´s affective reaction to an ad. In other words, the object of the description of the scale shown below is an ad rather than one´s emotional response to an ad. See scales such as Affective Response to Ad (Warm Feelings) for examples of the latter type.
The scale measures the degree to which one reports a low degree of arousal, specifically feeling calm and relaxed. It appears like the scale can be used to measure the emotional response to a stimulus (LaTour, Pitts, and Snook-Luther 1990; Mano and Oliver 1993) or as a mood that one has felt prior to exposure to a stimulus (e.g., Mano 1999).
