The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
arousal
Five, seven-point questions are used to measure how much a person expresses feelings at a particular point in time that indicate physical and psychological well-being.
With five, seven-point questions, the scale measures how much a person expresses feelings at a particular point in time that indicate he/she is drained of energy physically and/or psychologically.
The extent to which a person feels astonishment and wonder after viewing an advertisement is measured with three, seven-point items.
The scale has three statements that measure how much a person believes the product information provided on a web page is exciting to multiple senses.
The desire to engage in outdoor sports and other activities that involve speed or danger is measured with fourteen, five-point Likert-type items.
With eight, uni-polar items, this scale measures how much a person feels alert and active at the current time.
The scale has five, five-point items that measure how much a person feels mentally drained and unfocused at the current time.
How much a person feels lively and spirited is measured with four, seven-point items.
The extent to which a person currently feels anxious and nervous rather than calm and relaxed is measured with eight, seven-point uni-polar items.
A person’s preference for when to get up in the morning and when to go to bed at night is measured with thirteen questions. The construct is also known as circadian preference and morningness.
