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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

arousal

Seven, seven-point Likert-type statements evaluate a person's willingness to do whatever it takes to be the center of attention.

The three-item, six-point scale measures the degree to which a person describes him- or herself as being thrilled and exhilarated by some stimulus (e.g., music). Phrasing of the scale was such that it measured the respondent's emotional reaction to a stimulus rather than attitude toward the stimulus itself.

Three, six-point items are used to measure the degree to which a person describes feeling a sense of peace and tranquillity on exposure to some stimulus (e.g., music). Phrasing of the items is such that they seem to be more appropriate for measuring a respondent's emotional reaction to a stimulus rather than attitude toward the stimulus itself.

The scale has three seven-point items in a semantic differential format and is intended to capture the state (as opposed to trait) of anxiety a person is feeling a some point in time.

A seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports him/herself liking to try new and/or different brands rather than sticking with the same brand all the time. This is basically the opposite of brand loyalty.

This is a five-item, seven-point semantic differential scale measuring how arousing a consumer believes a particular advertisement to be.

This five-item Likert-type scale is used to measure the degree to which a person expresses enjoyment with taking risks. The scale was referred to as risk assessment by Bruning, Kovacic, and Oberdick (1985).

A seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports him/herself to like shopping around and gathering product information even if not immediately needing to buy anything. Raju (1980) referred to the measure as exploration through shopping.

This 12-item, seven-point Likert-type scale is used to measure the degree to which a person reads ads, shops around, and gathers information apparently out of curiosity.

This seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports being loyal to what he or she has been using rather than trying something new and/or different. To be clear, it is the tendency be loyal within product categories that is being measured. Raju (1980) referred to the scale as repetitive behavior proneness.