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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

perception

Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.

The scale has three items and measures how easily a person reports being able to visualize an object and describe it later.

Three questions with seven-point semantic differential response scales are employed to measure how well a person reports being able to imagine a product he/she is customizing.

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

The clarity with which a consumer understands what a brand represents to customers and the ease with which it can be described is measured with three statements.

The ease of comprehending a stimulus such as a message is measured in this scale with seven, seven-point semantic differentials.  The construct is sometimes referred to as fluency.

Three, seven-point Likert-type items are used to measure a person's ability to quickly generate mental images as depicted in an advertisement he/she has just been exposed to.

A person's judgment of the level of information he/she has had to process during some particular event is measured using three, five-point items.

The degree to which a consumer typically experiences a sense of being in another reality when shopping online is measured with four statements.  As currently phrased, the items are not specific to a particular website but rather to online shopping in general.

The construct measured by this scale has to do with the physical sensations a person felt during some experience, with the focus being on how ill and disoriented the person felt. The scale has four, seven-point items.