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Testimonial

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

beauty

How beautiful and pleasing an object appears to be is measured with four, seven-point uni-polar items.

Six, seven-point semantic-differentials are employed in this scale to measure how beautiful and appealing something is believed to be.  The scale is general in the sense that it appears to be amenable for use with a wide variety of objects such as people, architecture, and art.

With three semantic differentials and an 11-point response format, this scale measures a person's attitude about how unpleasant something is.  While the scale could be used in contexts in which the focal object is likely to be viewed as positive, its creators (Smith, Faro, and Burson 2013) used the scale with respect to people and animals experiencing some sort of suffering.

The perceived attractiveness and appeal of an object is measured in this scale using three, seven-point semantic differentials.

This three-item, seven-point Likert-type scale is intended to measure a person's opinion of a product endorser's physical attractiveness.

Five, seven-point statements are used to measure the degree to which a person believes a specified brand of shampoo has certain characteristics.

Four items with a five-point response format are used to measure a person's attitude regarding the quality of the store/dealership in terms of the visual appeal of its interior.

Five, seven-point items are used to measure the perceived beauty and stability in a stimulus. As used by Raghubir and Greenleaf (2006), the respondents were describing concerts based upon printed invitations. Thus, the scale has more to do with visual proportion and concordance than it does with the aural enjoyment of music.

Three, seven-point uni-polar items are used in this scale to measure the degree to which someone or something is viewed as being visually pleasant. While the scale was made for describing a person, it might be used with other objects as well.

The Likert-type scale is intended to assess the degree that the look and beauty of a product play an important role in a consumer’s purchase decisions and product usage.