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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

appearance

The scale is composed of six, seven-point bi-polar adjectives intended to measure the extent to which a person perceives a stimulus to be aesthetically pleasing with the emphasis on its visual aspects.

Three, nine point semantic differentials are used to measure how quickly something appears to have occurred. Subjects in the studies by Gorn et al. (2004) described how fast they thought certain web pages had downloaded. The scale was referred to as perceived quickness.

A consumer's evaluation of a food product, with an emphasis on taste-related attributes, is measured with four, seven-point semantic differentials.

How visually attractive a person believes a website to be is measured with this three-item, seven-point Likert-type scale.  Mathwick, Malhotra, and Rigdon (2002) also used the scale with reference to a catalog.

The scale uses three statements to measure the degree to which a person enjoys the way things look at a website. The scale was called graphic style perceptions by Montoya-Weiss, Voss, and Grewal (2003).

Three statements are used to assess a person's attitude regarding the layout of a website, with emphasis on its visual appeal and ease of use. The scale was called navigation and presentation by Bart et al. (2005).

The degree to which a person believes that an retail-type website is pleasing to look at and use is measured using five, seven-point Likert-type statements. The scale was referred to as character by Srinivasan, Anderson, and Ponnavolu (2002).

Five, five-point bi-polar adjectives are used to measure a person's attitude toward the individual featured in an ad. This person might be a celebrity or an average person endorsing the product. Martin, Lee, and Yang (2004) referred to the scale as attitude toward the model.

The scale is composed of four, nine-point semantic-differentials intended to measure the degree to which a person views some object as repulsive. The difference between this and some apparently similar scales is that this scale is meant to describe an object whereas other measures of disgust describe one's affective reaction to some object.

The scale has six, seven-point semantic differentials that are intended to measure the degree to which a person views something as being visually attractive.