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Scale Reviews

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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

Attitude Toward the Product/Brand (Hedonic)

A seven-point semantic differential scale is used to measure the pleasure-related aspects of a consumer's attitude toward some specific product. Stayman and Batra (1991) used a four-item version in Study 1 and a six-item version in Study 2.

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