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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Attitude Toward the Object (Pleasantness)

Four, nine-point semantic differentials are used to measure how pleasant a stimulus is perceived to be. The stimulus evaluated by participants in the study by Bosmans (2006) was the scent in a room.