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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

arousal

The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.

With eight, uni-polar items, this scale measures how much a person feels alert and active at the current time. 

The scale has five, five-point items that measure how much a person feels mentally drained and unfocused at the current time. 

How much a person feels lively and spirited is measured with four, seven-point items.

The extent to which a person currently feels anxious and nervous rather than calm and relaxed is measured with eight, seven-point uni-polar items.

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.