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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

emotions

Four, seven-point items are used to measure the degree to which a person believes an advertisement was pleasing.  Given that one of the items has the phrase "to watch," the scale is most appropriate for commercials in video form rather than those in print or audio only.

The extent to which a person feels a sense of achievement having played a game and performed well is measured with three, seven-point Likert-type items.

Using three semantic differentials, the scale measures the degree to which something is viewed as caring and unselfish.  The items are most suited for describing a person but might in some contexts be applied to an entity such as a business, charity, or government.

The level of fatigue a person feels after engaging in an exercise is measured in the scale with three, seven-point items.

With four, seven-point items, this scale measures how fully a person understands a particular experience he/she has had in terms of why it was chosen and the reasons it was liked/disliked.

The extent to which a person feels awkward in a certain social context is measured in this scale with three uni-polar items.

The four, seven-point items composing this scale attempt to measure a person's trait-like tendency to feel compassion and/or sympathy for others, particularly those who are suffering.

How ashamed and worthy of blame a person felt at some point in time is measured in the scale with five, seven-point uni-polar items.

The level of self-satisfaction and sense of accomplishment one feels as a result of something in particular is measured with five, nine-point unipolar items.

The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar items.