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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


Four items are used to assess the degree to which a consumer believes a certain product would be able to improve his/her appearance.

A seven-item, seven-point scale is used to assess a person's attitude toward some specific product or brand. Unlike the more popular approach that depends simply on bi-polar adjectives, this scale is composed of sets of brief, opposing, complete sentences.

The scale is composed of four single word descriptors and a ten-point response format. It attempts to assess a person's opinion of an object with an emphasis on attributes that make it desirable and attractive. Although these attributes would tend to be most relevant when describing people, Moon (2000) used them with respect to a computer and referred to the scale as attraction.

The scale is composed of four, five-point Likert-type statements measuring a shopper's reaction to the design and decor of a particular mall with an emphasis on the attractiveness of its interior.

A three-item, seven-point semantic differential is used to measure a consumer's liking of the source of information about a particular product. As used by Tripp, Jensen, and Carlson (1994), the scale specifically measured the likeability of a celebrity endorser of a product in a mock magazine ad.

Eight, five-point items are used to evaluate the executional (nonclaim) portion of an advertisement. The phrases appear to focus on the way a message was presented rather than the strength of its arguments.

Six, seven-point Likert-type statements are used to evaluate a person's positive and possibly inflated view of his or her physical appearance, particularly as it relates to others' opinions of his or her appearance.

Five, seven-point Likert-type statements are used to evaluate a person's excessive concern for his or her physical appearance.

Eleven, seven-point Likert-type statements measure the extent to which a person believes that society pressures people to be good looking. The scale seems to be especially focused on the perception of women being pressured by the media to have thin-looking figures.

This seven-item, seven-point scale is used to measure the extent to which one person (the target) is viewed by another person (the respondent) as being attractive and cool.