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Scale Reviews

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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 scale uses three statements to measure the degree to which a person enjoys the way things look at a website. The scale was called graphic style perceptions by Montoya-Weiss, Voss, and Grewal (2003).

How visually attractive a person believes a website to be is measured with this three-item, seven-point Likert-type scale.  Mathwick, Malhotra, and Rigdon (2002) also used the scale with reference to a catalog.

The degree to which a person considers a website to be enjoyable, particularly in the way it looks, is measured in this four item, nine-point scale.

The seven-point scale uses four uni-polar items that primarily tap into the affective dimension of one's attitude about a certain website.

Five, five-point bi-polar adjectives are used to measure a person's attitude toward the individual featured in an ad. This person might be a celebrity or an average person endorsing the product. Martin, Lee, and Yang (2004) referred to the scale as attitude toward the model.

Four, five-point Likert-type statements are used to assess a person's attitude about a product, most likely a specified brand, that was featured in an advertisement.

The scale is composed of four descriptors with a seven-point Likert-type response format and is used to measure the extent to which a person perceives an advertisement to be attractive and enjoyable.

The various collections of bi-polar adjectives reviewed here are presumed to measure a person’s global evaluation of an advertisement.  Commonly symbolized by Aad, the scales tend to be applicable to most any ad.  Seven-point scales seem to be the most popular response format but five- and nine-point scales have been used as well.

The scales grouped in this review consist of bi-polar adjectives presumed to measure the affective component of a person's attitude toward a particular advertisement as opposed to the cognitive component.

The six item, seven-point Likert-type scale seems to measure a person's reaction to an ad he/she has been exposed to.