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!
perception
With three, seven-point items, the scale measures the degree to which a particular advertisement evoked images having to do with the negative consequence of a certain activity.
Three, seven-point items measure how much a particular advertisement evoked images related to the process of achieving some goal.
Four, nine-point semantic differentials measure how heavy a consumer would like a particular product to be.
The ease with which a person processes and understands some particular information is measured with three seven-point items.
The extent to which a consumer did not see space between packages arranged together such as in an ad or on a display is measured with three, seven-point Likert items.
The extent to which a video and the person in it seem to be moving in slow motion is measured with three, nine-point items.
Using three, nine-point semantic differentials, the scale measures how close together (at one extreme) or separated (at the other extreme) the parts of a logo appear to be.
How vividly a person believes he/she can imagine food products being associated with physical waste is measured with three, seven-point items. The items make the most sense if the participants have read something about food products that contain ingredients that are safe to be eaten but are otherwise going to be discarded.
Five, seven-point semantic differentials are used to measure how noticeable daily fluctuations are in a particular company’s stock price.
Composed of four, seven-point Likert-type items, the scale measures how much a person was able to imagine touching and using a product. The items are phrased with the assumption that participants have already seen or heard about the product.
