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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

style

The degree to which a person believes that a brand's products are modern and visually appealing is measured using three, seven-point Likert-type items.

The extent to which a person views an object as being contemporary and stylish is measured in this scale with three, seven-point unipolar terms.

Three, seven-point unipolar items are used in this scale to measure the degree to which a person describes an object as being natural rather than artificial.

The extent to which a communication event at a website is characterized by information other than in verbal form is measured using four, seven-point items.

The scale is composed of four bi-polar adjectives that are intended to measure the degree to which a person describes an object as being streamlined and rarefied rather than raw and rugged.

Nine items with a five-point Likert-type response format are used to measure a person's attitude regarding the quality of a car brand based upon beliefs about specific attributes.

Five, seven-point items are used to measure the perceived beauty and stability in a stimulus. As used by Raghubir and Greenleaf (2006), the respondents were describing concerts based upon printed invitations. Thus, the scale has more to do with visual proportion and concordance than it does with the aural enjoyment of music.

The Likert-type scale is intended to assess the degree that the look and beauty of a product play an important role in a consumer’s purchase decisions and product usage.

The scale has three, seven-point semantic differentials that are intended to measure the degree to which a person believes that the parts of a particular stimulus fit together well.

Four, seven-point statements are used to assess the degree to which a person focuses more on the style of an ad versus the brand-related information. The phrasing of the items makes them more appropriate for print ads than for commercials.