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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

novelty

With three, seven-point semantic differentials, the scale measures the novelty and interestingness of a sponsorship being promoted in an advertisement by a sponsoring entity for something such as an event, an organization, or a cause.

The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.

Three, seven-point semantic differentials are used to measure whether the product featured in an ad is considered fresh and new or old and routine.

A consumer’s enjoyment of shopping for a variety of related reasons (adventure, novelty, curiosity) is measured with five, five-point Likert-type items.

Four semantic differentials are used to measure how fresh and original a product is believed to be.  The scale seems to be flexible for use with a wide variety of products and other objects.

How much a person expects that some particular experiences would provide the opportunity to explore what is new in a product category is measured with three, nine-point items.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

The extent to which a person believes that something is uncommon and distinct is measured in this scale with four, uni-polar items along with a seven-point Likert-type response format.  The scale is general in the sense that the items are amenable for use in a wide variety of situations when participants are given the proper instructions.

Using three, five-point Likert-type items, the scale measures the degree to which a person enjoys trying multiple brands within a product category.  The scale was called brand variety seeking by Hung, Li, and Tse (2011).

The scale uses five unipolar items to measure how distinct and notable something is perceived to be.

Four, seven-point items are used to measure how distinct and unexpected a particular object is viewed to be.  As used by Kim, Han, and Yoon (2010), the object was an advertisement.