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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

affect

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. 

The scale is composed of six, nine-point uni-polar items that measure one’s expressed level of unfavorable feelings.  While the scale appears to be amenable for use in a wide variety of situations, it seems to be best suited for occasions in which respondents have experienced something that did not go as well as expected.

Three, eleven-point items measure the extent to which a person believes that a situation or experience affected him/her in such a way as to feel closer to an individual or a group.

The scale has four, seven-point Likert-type items that measure the degree to which a person has an affective connection to a particular location-based place.

How a person reports feeling (affectively) is measured with six, nine-point semantic differentials.

The three item, seven-point scale measures the extent to which a person is in a state of indifference and lacks any particular emotion at that point in time.