This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
appeal
The extent to which a person likes a particular brand based on his/her experience overtime with multiple touchpoints is measured with four, seven-point items.
The appeal of a price-related sales promotion in a particular business (store or company) is measured with three, seven-point Likert-type items.
How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items. The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.
With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.
Three, seven-point Likert items are used to measure how visually attractive and appealing a product’s design is considered to be.
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 scale has five semantic differentials that measure how attractive and appealing a product appears to be. Although the scale was made for use with a product, it seems to be amenable for use with a wide variety of objects.
The scale is composed of three, five-point Likert-type items that measure how appealing and striking a product appears to be. Based on the current phrasing of the items, the emphasis is on the visual aspects of a product’s aesthetics.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular advertisement is visually appealing.
A consumer’s global evaluation of a service experience is measure with three, nine-point bi-polar adjectives.
