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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

intensity

The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable. 

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.

The fierceness of the rivalry between bidders in an auction is measured using three, seven-point Likert-type items.

The degree to which a person believes that a particular health issue is serious and important is measured with three, seven-point Likert-type items.

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.

Five, nine-point semantic differentials are used to measure how visually well-defined and vivid a stimulus appears to be.

How graphic and intense a stimulus is perceived to be is measured in this scale with four, seven-point semantic differentials.

The scale uses four uni-polar items with a five-point Likert-type response format to measure how devastating and distressing a situation seems to be.

Three, five-point Likert-type items are used to measure the degree of brand competition in the market, with an emphasis on the fierceness of the advertising among a set of brands.