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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


The degree to which a person feels that he/she is experiencing pleasurable stimulation in his/her life is measured using three, seven-point Likert-type statements.

The scale is composed of four, seven-point unipolar items intended to measure the level of arousal evoked by a particular stimulus. The two stimuli measured in the study by Faseur and Geuens (2006) were ads and feeling induction tasks (writing about an emotional event in their lives).

This four item, seven-point unipolar scale attempts to assess the degree to which a person is experiencing high arousal, pleasant emotions at a particular point in time.

This five item, nine-point scale measures the degree to which a person desires websites that are surprising and exciting rather than ones that are familiar and predictable. Menon and Kahn (2002) referred to the scale as excitement seeking.

The scale is composed of three, seven-point statements that are intended to measure a person's desire for more or less stimulation at a particular point in time. Theoretically, this provides an idea of a person's optimum stimulation level with respect to a certain context.

The value a person places on novelty and excitement in life is measured in this scale using three phrases and a nine-point response format.

Three, seven-point bi-polar adjectives are used to measure how stimulating a person believes a particular object to be. As used by Roehm and Roehm (2005), the scale measured the potential stimulation of a described activity but the items appear to be amenable for use in measuring the perceived stimulation of a stimulus that has actually been experienced.

Twelve Likert-type statements are used to assess the extent to which a person expresses emotional instability with symptoms such as wide mood swings, irritability, and nervousness. Burroughs (Burroughs 2005; Burroughs and Rindfleisch 2002) used a yes/no response format.

Six, nine point uni-polar items are used to measure how much a person reports having a feeling characterized as pleasant but with a low level of arousal. The scale was referred to as feelings-of-relaxation and felt relaxation by Gorn et al. (2004).

The scale measures the degree to which a person expresses a desire for variation or stimulation in his/her life. The scale can be viewed as a measure of optimum stimulation level (e.g., Campbell and Goodstein 2001) or inherent novelty seeking (Dabholkar and Bagozzi 2002).