The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
visual
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.
Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).
Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.
Using eight, nine-point items, the scale measures the degree to which a person wants greater physical intimacy with a particular person, e.g., to touch, smell, see, hear.
The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.
Three, seven-point Likert items are used to measure how visually attractive and appealing a product’s design is considered to be.
A person’s general attitude about a logo is measured with three, five-point semantic differentials.
With three, five-point Likert-type items, the scale measures the degree to which a person believes a particular website has a visually pleasing design.
The degree to which a person reports being able to “see” in his/her mind a particular object or action is measured with three, seven-point Likert-type items.
With three, seven-point items, the scale measures a person’s tendency to notice and attend to sounds, smells, and visual aspects of his/her nearby surroundings.
