A three-item semantic differential scale measuring perceptions of aesthetic appeal, specifically the degree to which a stimulus is judged to be interesting and creative rather than monotonous and conventional. Items are presented as bipolar adjective pairs rated on a seven-point continuum. Originally developed to assess website aesthetics in an online shopping context, where it was validated alongside a companion aesthetic formality scale as two empirically distinct dimensions of visual aesthetics.
7-point semantic differential (bipolar adjective pairs)
Full scale items shown. Always cite the original source when using this scale in research.
SEMANTIC DIFFERENTIAL FORMAT: Items are bipolar adjective pairs; respondents rate on a 7-point continuum between each pair. Two reliability estimates from separate experimental conditions: α = .95 (purchase task group) and α = .92 (non-purchase/browse task group). VALIDITY: CFA on pilot data confirmed two-factor structure separating aesthetic appeal from a companion aesthetic formality scale, with high item loadings on each factor. Main experiment CFA across nine constructs showed good model fit and discriminant validity. CONTEXT WARNING: Scale was developed specifically for evaluating website aesthetics; researchers applying it to other stimulus types (physical products, packaging, retail environments) should exercise caution and consider revalidation. Items sourced via personal correspondence with Wang (2013); scale items draw conceptually on prior web aesthetics research.
Wang, Yong Jian, Michael S. Minor, and Jie Wei (2011). Aesthetics and the online shopping environment: Understanding consumer responses. Journal of Retailing, 87(1), 46–58.
Free access to 2455+ psychometric scales at PsychScales