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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


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.