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Scale Reviews

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Testimonial

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

Pleasantness

The scale is intended to measure the pleasantness-related dimension of a feeling a person is experiencing at some point in time or immediately after exposure to some stimulus. Three versions were used by Broach, Page, and Wilson (1995): one to measure how subjects felt before the experimental manipulation (prior pleasantness), one to measure the effect of the treatment (program pleasantness), and one to measure the feeling evoked by an ad (commercial pleasantness). The version used by Ellen and Bone (1998) had to do with the smell of an object. Keller, Lipkus, and Rimer (2003) used their version of the scale as a mood manipulation check after respondents had written a detailed description of a happy or sad event they had experienced. Mantel and Kellaris (2003) used the scale with regard to the background music in a mock radio commercial.