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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


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.