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Scale Reviews

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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


This three item, five-point, Likert-type scale measures the bond an owner of a particular brand has with other owners of the brand and the desire to interact with them.

The level of pleasure a person thinks he/she would receive from eating a particular food item is measured with three, five point Likert-type items. Given the phrasing of item #2, the food is a treat rather than something common. In the study by Naylor et al. (2008), participants responded to this scale with respect to a chocolate featured in an advertisement by a chocolatier.

This scale uses three, five point Likert-type items to measure the degree to which a person believes that a particular sweet food item has useful benefits.

Seven, five point, Likert-type items are used in this scale to measure the level of pleasure a person received from a recent experience at a resort/spa.

Three, seven-point Likert-type statements are used to measure the degree to which a person considers using the sense of touch to be pleasant. Peck and Wiggins (2006) referred to the scale as funtouch.

The scale measures a person's hedonic assessment of a brand of beer. Several variations of the scale were used by Homer (2006) in the series of studies she conducted. The response format was not described but appears to have been a Likert-type. The scale was referred to as abstract beliefs by Homer (2006).

The extent to which a person believes an advertisement is arousing and pleasant is measured in this scale with three items.

This scale uses three unipolar terms with a seven-point Likert-type response format to measure the degree to which a person feels that, in general, the advertising in a specific country is pleasing and entertaining.

This five item, nine-point scale measures the degree to which a person desires websites that are surprising and exciting rather than ones that are familiar and predictable. Menon and Kahn (2002) referred to the scale as excitement seeking.

This nine-point, four item scale is intended to measure the degree of variety a consumer perceives there to be in an assortment of some product and the enjoyment derived from having access to that variety.