This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
enjoyment
Four, seven-point Likert-type items are used to measure the degree to which a consumer expresses having an enjoyable experience with a purchased product he/has worked to create with the producer.
The scale measures the degree to which a person liked a particular experience he/she had. Versions with two and four items are described.
How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.
How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.
The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.
Five, seven-point Likert-type items are used to measure a consumer’s judgement of a product’s quality and the enjoyment it would bring. As written, the implication of some items is that the consumer has not experienced the product yet. In that sense, the scale measures anticipated value.
The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items. The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.
The scale is composed of eight, nine-point Likert-type items that measure the pleasure one derives from recalling happy memories.
Five, seven-point Likert-type items measure a person’s enjoyment of trying unfamiliar experiences. Although three of the statements are general and do not indicate what is being experienced, two items mention products.
"This Likert scale uses four, seven-point items to measure the degree to which a person believes that the benefit or value a consumer experiences with respect to a product is dependent upon the individual, i.e., some consumers enjoy more value from a product than others do. Although the construct measured by this scale shares some similarity to the construct by the same name used in accounting, it is treated as an attitude in this scale rather than as a form of net present value.
