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Testimonial

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

hedonic

The scale measures the degree to which a person liked a particular experience he/she had.  Versions with two and four items are described.

The five statements composing this scale are used to measure the degree to which a consumer believes that part of a particular store’s value is that shopping in it would be a pleasurable experience.  The statements are phrased hypothetically in order to fit situations in which respondents have not actually shopped at the store though they know enough about it to have an opinion.   

Three, nine-point items measure the degree to which a person believes a particular experience was more than just enjoyable for the moment; it is viewed as having a larger impact on his/her life in terms of meaningfulness and fulfillment.

The degree to which a person expresses enjoyment with respect to playing a particular game is measured in this scale with three, seven-point Likert-type items.

The scale measures a mixture of values, attitudes, and behaviors that indicate the degree to which a person treats health as more important than gratifying one's desires or vice versa.  Four, six-point semantic differentials compose the scale.

A person's enjoyment in playing a particular game and desire to play it again is measured in this scale using three, seven-point Likert-type items.

This scale uses ten, five point Likert-like items to assess how much a person who has recently engaged in a certain task describes his/her processing of information as being conducted quickly, almost effortlessly, and depending heavily on affect.

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

This is a six-item, six-point scale measuring the pleasure-related emotional reaction one may have to an environmental stimulus. The scale focuses on the person's feelings rather than being a direct description of the stimulus.

A seven-point semantic differential scale is used to measure the pleasure-related aspects of a consumer's attitude toward some specific product. Stayman and Batra (1991) used a four-item version in Study 1 and a six-item version in Study 2.