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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

creativity

How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items. 

The five-item Likert-scale measures a motivational state in which a customer’s imagination is stimulated by an evocative external stimulus.  In a consumer context, the inspiration is assumed to come from marketing activity although it is not stated in the items themselves.

With three, seven-point semantic differentials, the scale measures the novelty and interestingness of a sponsorship being promoted in an advertisement by a sponsoring entity for something such as an event, an organization, or a cause.

Six, nine-point semantic differentials measure the degree to which a consumer believes a product is an accurate fulfillment of the creator’s vision.

The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.

The scale uses seven, five-point items to measure the willingness and tendency of a member of a customer ideation group to create product ideas by integrating and combining his/her own thoughts with those of others in the group.

A person’s belief that a particular advertisement is different from others to which he/she knows of is measured with three, seven-point Likert-type items.  The statements are general and do not indicate how the ad is different.

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.

Four, seven-point Likert-type items compose the scale and measure the degree to which a person views himself/herself as being creative.

Four semantic differentials are used to measure how fresh and original a product is believed to be.  The scale seems to be flexible for use with a wide variety of products and other objects.