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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

perception

The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement.  Four, seven-point semantic differential phrases compose the scale.

Three Likert-type items are used to measure a person’s sense of having been in a mediated environment or virtual reality that had characters and/or objects. 

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

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 focused his/her attention on something specific (stated in the items) is measured with three questions and a ten-point response scale.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced. 

Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).

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

Five, five-point items measure how much a person felt immersed in a story and distanced from reality.