You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

affect

Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.

With six, seven-point Likert-type items the scale measures a person’s ability to recover from stressful events that are experienced.

With six, nine-point Likert-type items, the scale measures the level of emotional discomfort that was experienced when a stimulus evoked thoughts about one’s morality.

This scale has seven, seven-point Likert-type items that measure the degree to which a person was engaged in the “flow” of an advertisement and felt better because of it.

Five, eleven-point items are used to measure how much a person felt a sense of “going against the flow” by doing something different and experiencing resistance against someone or something in a particular situation.  

The scale measures the degree to which a person liked a particular experience he/she had.  Versions with two and four items are described.

How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.

The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items.  The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.

Using eight sentences and a seven-point response format, this scale measures the degree to which a consumer expresses strong trust of, affection toward, and commitment to a particular brand.  Several of the sentences are phrased as if one were describing a relationship with a person.