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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Attitude Toward the Object (Pleasantness)

Four, nine-point semantic differentials are used to measure how pleasant a stimulus is perceived to be. The stimulus evaluated by participants in the study by Bosmans (2006) was the scent in a room.