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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

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.