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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

A person’s preference for when to get up in the morning and when to go to bed at night is measured with thirteen questions.  The construct is also known as circadian preference and morningness.

The fierceness of the rivalry between bidders in an auction is measured using three, seven-point Likert-type items.

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.