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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

perception

With seven, seven-point items, the scale is used to measure the degree to which a person is characterized by one of two trait-like “modes” of attention: focus on the immediate environment (experiencing) or stimuli-independent thought (mind wandering).

During a particular task, how much a person’s mind was wandering and thinking about other things is measured with three, five-point items.

With six, nine-point bi-polar adjectives, the scale measures the degree to which an object appears to be unusual and unexpected.  Given the multiple facets of the construct represented in the items and depending on the way the items are scored, the scale could be considered a measure of similarity, typicality, or novelty.  The scale is general in the sense that it could be used with a variety of objects and in a variety of contexts.  

Five, nine-point semantic differentials are used to measure how visually well-defined and vivid a stimulus appears to be.

Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.

The scale has three items and measures how easily a person reports being able to visualize an object and describe it later.

Three questions with seven-point semantic differential response scales are employed to measure how well a person reports being able to imagine a product he/she is customizing.

How graphic and intense a stimulus is perceived to be is measured in this scale with four, seven-point semantic differentials.

The clarity with which a consumer understands what a brand represents to customers and the ease with which it can be described is measured with three statements.

The ease of comprehending a stimulus such as a message is measured in this scale with seven, seven-point semantic differentials.  The construct is sometimes referred to as fluency.