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Testimonial

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

likeability

Three, nine-point items measure the extent to which a consumer likes a particular offer and thinks it is good.  Typically, the measure would be used with respect to an opportunity to buy a product for a certain price.

The degree to which a person considers something to have been interesting and fun is measured with three items.

How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials.  The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.

How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items.  The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.

How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.

One’s attitude regarding how much he/she liked a person with whom he/she worked with in a particular joint task and the willingness to work with that person again is measured with three, seven-point items.

With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.

How much a person believes that the story behind the creation of a particular object is witty and likeable is measured with three, seven-point items. 

The scale has three, seven-point Likert-type items that measure a person’s overall attitude toward a particular color (unspecified in the sentences themselves).

Three, seven-point Likert items are used to measure the degree to which a person indicates having a social connection with a particular person in the past.