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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

arousal

The degree to which a person has an emotional response to a stimulus which results from feelings of surprise and joy is measured with five, seven-point items.

The degree to which a person reports being involved in and stimulated by a particular stimulus is measured with four, nine-point uni-polar items.

How interested and excited a person is when exposed to the image of a particular celebrity is measured with five, seven-point semantic differentials.  The emphasis is on how compelling the image is rather than its favorability. 

This three item, eleven-point Likert-type is intended to measure how stimulated and competitive a person felt when bidding against other people in a particular auction.

The degree to which a person believes that an ad is exciting and energetic is measured with four, seven-point semantic differentials.

The degree to which a person believes a particular experience was peaceful and relaxing is measured with four, five-point items.

 

The degree to which a person reports feeling mellow or, at the other extreme, very energetic is measured with three, seven-point semantic differentials.

The scale has three, seven-point semantic differentials that measure how much a person believes a particular advertisement is atypical and unexpected.

The level of intensity and activity a person reports feeling while playing a particular game is measured in this scale with three, seven-point items.

Three, five-point uni-polar items are used to measure which of two ads a person has been exposed to is viewed as more boring.