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Scale Reviews

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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


The scales grouped in this review consist of bi-polar adjectives presumed to measure the affective component of a person's attitude toward a particular advertisement as opposed to the cognitive component.

The four-item, seven-point semantic differential measures the emotional reaction a person has to an object. The object in the studies using this scale was an advertisement.

Seven, nine-point unipolar items are used to measure one's positive emotional reaction to a certain advertisement.

The scale is composed of three semantic differential items measuring one's affective response to some stimulus.

This six-item, nine-point semantic differential scale measures what one is feeling at some point in time.  It was called mood by Ellen and Bone (1998) and used to measure the emotion evoked by an ad that participants were exposed to.

Three, seven-point Likert-type items are used to measure the pleasure one feels in getting a good deal. The items suggest that not only is the person glad to be saving money but that a positive emotional reaction is felt. Further, the items assume the respondent has been exposed to some particular deal and is reacting to it as well as giving a sense of his/her enjoyment in getting similar deals.

The scale is composed of three, seven-point semantic differentials attempting to capture a consumer's sense of the value of the drive required to get to some specified retail store. The aspect being focused on appears to be whether the unpleasantness of the drive and the effort involved are viewed as worthwhile in order to be able to shop at the store. The measure was referred to by Soman (1998) as perceived aversiveness of the effort.

Five statements are used to measure the utility resulting from the affective reaction to a particular product. One way the scale is distinguished from that of a satisfaction scale is that it could be applied at various stages during the purchase decision process whereas satisfaction is usually measured after the decision.

The scale is composed of three, seven-point Likert-type statements measuring the degree of positive affect a consumer has toward a brand.

Five, seven-point Likert-type items are used to measure the degree to which a consumer expresses a positive attitude about a particular type of shopping, i.e., shopping for a certain type of product or at a certain type of store, e.g., grocery, electronics, clothing.