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Channel: Marketing Scales - intensity
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Severity of the Situation

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.

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Vividness (General)

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

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Imagery Vividness (Visual)

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

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Attitude Toward the Ad (Vividness)

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

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Health Condition Severity

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.

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Competitive Intensity of the Auction

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

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Color Intensity

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

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Revenge Intensity

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

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Engagement with the Virtual Reality Display

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

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Competitive Intensity of the Task

The magnitude of the competitiveness believed to be in a particular task is measured using three, seven-point Likert-type items.  Although the sentences do not explicitly state that one is per

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