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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


Three, five-point Likert-type items are used in this scale to measure the degree to which a customer believes his/her involvement in the service process produced a better relationship with the service provider.

The scale measures the degree to which a consumer believes a product he/she designed is attractive and desirable, Two slightly different versions of the scale were used by Moreau and Herd (2010; Moreau 2012).  Both versions used six items with a nine-point response format.

This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.

This four-item, seven-point, Likert-type scale is used to measure the degree to which a consumer expresses enjoyment of shopping-related activities. The stated focus in each item is on shopping as part of prepurchase search activity rather than shopping as part of on-going search activity.

The scale is composed of six, five-point Likert-type items that measure a student's degree of satisfaction with a class he/she recently took.

This is a three-item, five-point scale measuring the purchase-related importance of the belief that a specified product may not be enjoyed after its purchase as much as expected.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person reports enjoyment of community activities and being around other people.

Three, five-point items are used to assess the experience a person has had with disgust-related emotions. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) whereas phrases based on those same items were used by Allen, Machleit, and Kleine (1992).

The scale is composed of eleven, five-point Likert-type statements that are intended to measure flow and/or peak experiences in a consumption context. (More description is provided in the Origin section.)

Four, seven-point Likert-type statements are used to measure the degree to which a consumer believes that use of a certain piece of technology would lead to positive, personal consequences (enjoyment, independence, confidence). The scale was called perceived value in future co-creation by Dong, Evans, and Zou (2008) and was the instrumentality dimension of intrinsic motivation in the study by Meuter et al. (2005).