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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

excitement

The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.

The six item, seven-point scale measures the degree to which a person experiences feelings of anticipation such as excitement (at one extreme) or apprehension (at the other extreme) with regard to an upcoming event or activity.

The level of excitement and satisfaction a person believes he/she would feel if receiving a particular gift certificate is measured with four, ten-point items.

The degree to which a person believes that an ad is exciting and energetic is measured with four, seven-point semantic differentials.

The degree to which a person reports feeling mellow or, at the other extreme, very energetic is measured with three, seven-point semantic differentials.

The extent to which a person paid attention to and was excited about the first half of a program is measured with eight, five-point items.  The scale appears like it could be used not only with a televised sporting event (as Moorman et al. 2012 did) but also a movie or TV program, and possibly other presentations and events (e.g., lectures, parades, debates).

The level of intensity and activity a person reports feeling while playing a particular game is measured in this scale with three, seven-point items.

Three, five-point uni-polar items are used to measure which of two ads a person has been exposed to is viewed as more boring.

The four, seven-point unipolar items are intended to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with self-direction and stimulation.

Three, seven-point items are used in this scale to measure not only how excited a person is about a certain advertisement but also the probability he/she will show the ad to someone else.