The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
appeal
The scale uses three, seven-point uni-polar items to measure the degree to which a person believes a particular object is nice looking. The scale is general in the sense that the items refer to visual beauty overall rather than to a particular type of prettiness.
Composed of five, seven-point Likert-type items, the scale measures the extent to which images seen at a particular website are believed to be appropriate and exciting.
The extent to which a person likes a particular brand based on his/her experience overtime with multiple touchpoints is measured with four, seven-point items.
The appeal of a price-related sales promotion in a particular business (store or company) is measured with three, seven-point Likert-type items.
How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items. The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.
With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.
Three, seven-point Likert items are used to measure how visually attractive and appealing a product’s design is considered to be.
With three, five-point Likert-type items, the scale measures the degree to which a person believes a particular website has a visually pleasing design.
The scale has five semantic differentials that measure how attractive and appealing a product appears to be. Although the scale was made for use with a product, it seems to be amenable for use with a wide variety of objects.
The scale is composed of three, five-point Likert-type items that measure how appealing and striking a product appears to be. Based on the current phrasing of the items, the emphasis is on the visual aspects of a product’s aesthetics.
