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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


The five-item, five-point Likert-type scale measures the enduring tendency of a consumer to derive pleasure from shopping. The scale appears to be tapping into recreational shopping more than focused prepurchase search.

Three, seven-point Likert-type items are used in this scale to measure the degree to which a consumer experiences strong, positive feelings when buying products. While similar to the many shopping enjoyment scales that have been developed over time, this scale places more emphasis on the pleasure derived from the buying itself rather than the shopping activity.

The degree to which a consumer views expensive products/brands as forms of self-reward and purchases them for that reason is measured with this four item, seven-point Likert-type scale.

These six, seven-point Likert-type statements compose one of two parts of the Need for Touch (NFT) scale, defined as one's "preference for the extraction and utilization of information obtained through the haptic system" (Peck and Childers 2003b, p. 431). This subscale is intended to capture the terminal dimension of NFT such that touch during the pre-purchase search process is an inherently hedonic experience regardless of the purchase goal.

This seven-point scale is intended to assess a person's tendency to act impulsively with the emphasis being on one's lack of self-control.

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.

Four, nine-point semantic differentials are used to measure how pleasant a stimulus is perceived to be.

The scale has four, nine-point semantic differentials that are used to measure how stimulating a stimulus is perceived to be. The stimulus evaluated by participants in the study by Bosmans (2006) was the scent in a room.

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 degree to which a person feels that he/she is experiencing pleasurable stimulation in his/her life is measured using three, seven-point Likert-type statements.