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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


Four, seven-point semantic differentials are used to measure a person's beliefs regarding the perceived interest and enjoyment that would be experienced in using a specified method of placing an order. As described here, the setting used by Dabholkar (1994) was ordering at a fast-food restaurant, and two options were compared: touch-screen ordering versus verbally placing the order with an employee.

Three semantic differentials are used to measure a person's attitude about a product with an emphasis on its hedonic aspects. Although the scale looks like an attitude measure, it has been used a measure of one form of involvement.

The four-item, five-point Likert-type scale is purported to capture the gratification a consumer derives from collecting and redeeming coupons.

This four-item, Likert-type scale is used to measure the degree to which a person expresses a willingness if not actual enjoyment of working a lot, probably more than most others. The scale was referred to as lifestyle by Bruning, Kovacic, and Oberdick (1985).