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.
enjoyment
The degree of pleasure and enjoyment experienced when eating a particular food is measured with three, seven-point semantic-differentials.
With three, seven-point items, the scale measures the extent to which a person liked looking at some particular pictures.
How much a person considers a particular website to be interesting and entertaining is measured with four, seven-point Likert-type items.
A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items.
Three semantic-differentials are used to measure how fun and enjoyable a particular web page is considered to be.
The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable.
The degree to which a person considers something to have been interesting and fun is measured with three items.
The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items. The sentences are phrased such that they make most sense for those who have participated in such programs.
How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.
Four, seven-point Likert-type items are used to measure the degree to which a consumer expresses having an enjoyable experience with a purchased product he/has worked to create with the producer.
