Attitude Toward the Brand of Beer (Affective)

What it measures

A multiple-item likert scale designed to measure a person’s hedonic and/or subjective assessment of a brand of beer.

Response format

7-point Likert scale

Scale items

• is fun
• is refreshing
• is satisfying
• tastes good
• is pleasurable
• is relaxing
• is enjoyable
• is exciting
• The first four items were used in Study 1. Items #1, #2, and #4 - #7 were used in the second pretest before Study 2. Items #1, #2, #4, #5, #7, and #8 were

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Homer, Pamela M. (2006), “Relationships Among Ad-Induced Affect, Beliefs, and Attitudes: Another Look,” Journal of Advertising, 35 (Spring), 35-51.

Keywords