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Marshfield Clinic Research Foundation

delight

The degree to which a person has an emotional response to a stimulus which results from feelings of surprise and joy is measured with five, seven-point items.

Seven, seven-point Likert-type items are used to measure the degree to which a person becomes immersed in his/her mental imagery.

Three, five-point unipolar items are used in this scale to measure how much a consumer has intense positive feelings about a brand. 

Five, seven-point semantic differentials are used to measure a person's description of an emotional reaction to some stimulus with an emphasis on the most intense pleasurable feelings, e.g., delight, ecstasy. The product examined by subjects in the Shiv and Nowlis (2004) study was ice cream while the focal stimulus used by Nowlis and Shiv (2005) was chocolate.

The scale is composed of multiple, five-point descriptors measuring one's overall positive emotional reaction to some stimulus. The stimuli examined in the studies by Coulter (1998) as well as Murry and Dacin (1996) were TV programs whereas in the study by Oliver, Rust, and Varki (1997) it was a recreational wildlife theme park.