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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


A person's interest in as well as generation and promotion of new and different ways to satisfy needs within some domain (e.g., product category) is measured in this scale with five, seven-point Likert-type items.

Four, seven-point items are used to measure how distinct and unexpected a particular object is viewed to be.  As used by Kim, Han, and Yoon (2010), the object was an advertisement.

Using six, five-point items, this scale measures the degree to which a child is involved with a product category such that he/she imagines and creates new "products" as well as adopting commercially produced versions well before other children when they become available.

The scale is composed of six, nine-point Likert-type items that measure the degree of pleasure a person reports feeling during a recent experience which heavily involved the person's creativity.

Four, nine-point semantic-differentials are used in this scale to measure the level of ability and proficiency a person experienced during a recent creative activity.

This scale has four, nine-point Likert-type items that are intended to measure the degree to which a person believes that during a recent experience he/she was free to express his/her creativity.

The scale is composed of seven-point semantic differentials that measure a person's attitude about a business activity or proposal, with an emphasis on the wisdom of the decision. Grant and Tybout (2008) used it to measure a person's evaluation of a business venture that respondents read about.

The scale measures a person's evaluation of an ad's distinctiveness. Homer (1995) used four, nine-point semantic differentials while Homer (2006) used six semantic-differentials with an unknown number of points on the response scale.

Fifteen, seven-point semantic differentials are used to measure the degree to which an advertisement is viewed as being original, well-made, and logical. Although the studies described below applied the scale to advertisements, it appears amenable for use with other creative aspects of marketing such as sales presentations, packages, event marketing, etc.

Four, seven-point statements are used to assess the degree to which a person focuses more on the style of an ad versus the brand-related information. The phrasing of the items makes them more appropriate for print ads than for commercials.