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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


The scale is composed of three, seven-point Likert-type items that measure the degree to which a person says that his/her mind was focused on the task of browsing a website rather than on something else. The scale was referred to as the attention subfactor of a second-order construct that Wang et al. (2007) called flow. While this factor and the others measured by Wang et al. (2007) might as a set be viewed as composing flow, they do not individually appear to measure flow, thus, are not referred to it here by that term.

The scale is composed of six items that are intended to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way. Aggarwal and McGill (2007) used the scale with beverage bottles.

The scale is composed of three, nine-point semantic differentials and measures the extent to which a person believes there are differences among some specified set stimuli. As used by Gürhan-Canli (2003), the stimuli were different products within the same brand family and the perceived difference in quality among those products was being examined.

The full version of this scale has twenty-two statements that measure a person's preference for processing information in either a verbal or a visual modality. The measure was referred to as the Style of Processing (SOP) scale by Childers, Houston, and Heckler (1985).

The scale has three, seven-point semantic differentials that are intended to measure the degree to which a person believes that the parts of a particular stimulus fit together well.

Three, nine-point Likert-type items are used to measure the degree to which a person believes that something such as a good or service has a physical presence and can be accessed via the human senses. As used by Laroche et al. (2005), the items were reverse-coded so that the scale became a measure of intangibility.

Three, nine point semantic differentials are used to measure how quickly something appears to have occurred. Subjects in the studies by Gorn et al. (2004) described how fast they thought certain web pages had downloaded. The scale was referred to as perceived quickness.

Seven, five-point Likert-type statements are used to measure the degree to which a person processes an advertisement, particularly the model featured in the ad, such that it is related to one's self-concept. The emphasis of the construct is on the way the ad is processed rather than on self-concept itself.

Three, seven-point statements are used to assess the level of difficulty a person has with processing a specified stimulus. The object presented to subjects in the experiment by Zhu and Meyers-Levy (2005) was a radio commercial.

This four item, seven point scale is intended to measure the perceived cognitive effort involved in answering a question. The scale was referred to by a variety of names: the effort index by Menon, Raghubir, and Schwarz (1995), the accessibility manipulation by Raghubir and Menon (1998), the cognitive effort index by Menon, Block, and Ramanathan (2002), and the difficulty index by Menon and Raghubir (2003).