The Marketing Scales Handbook is indispensable 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.
aesthetics
Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.
The pleasantness and appropriateness of a store’s internal environment is measured with five, seven-point Likert-type items. The items refer to the atmosphere in general or to tangibles such as lighting and music but not to layout, design, or people per se.
Ten, five-point uni-polar items are used to measure how important a person believes technical aspects (lighting, sound, editing) are for judging an ad's quality.
The extent to which a person believes a particular brand extension is consistent in its aesthetics and production quality with the parent brand is measured with three, seven-point Likert-type statements. The scale can be used with an extension already on the market or one in development.
Using three statements, the scale measures a consumer's belief that the look and feel of shopping-related websites affect the sense of their quality. As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.
With three, seven-point uni-polar items, the scale measures how engaging and artistic a logo is considered to be. The items appear to be amenable for use with a variety of other stimuli as well.
The extent to which the parts of a visual object are viewed as being well organized and the text being readable is measured in this scale with three, seven-point semantic-differentials.
Using three, seven-point semantic-differentials, the scale measures the degree to which something is considered to be interesting and creative.
The degree to which a person believes that a brand's products are modern and visually appealing is measured using three, seven-point Likert-type items.
The extent to which a person views an object as being contemporary and stylish is measured in this scale with three, seven-point unipolar terms.
