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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

arousal

The degree to which a person thinks that a particular stimulus can help reduce his/her stress is measured with three, seven-point uni-polar items.

With three, seven-point uni-polar items, the scale measures how much a consumer believes a particular stimulus can help to increase his/her endurance and activity.

The scale has seven-point Likert-like items that measure how calm and relaxed a person feels at a particular point in time.  A five-item version as well as a six-item version are described.

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.