A nine-item semantic differential scale capturing a consumer's overall evaluation of a named company across multiple affective and evaluative dimensions. Items span hedonic (pleasant/unpleasant), cognitive (wise/foolish, useful/useless), and general evaluative (good/bad, favourable/unfavourable) dimensions, yielding a comprehensive assessment of global company attitude. A blank in the scale stem allows researchers to specify the target company, making the scale adaptable across a wide range of organisational contexts.
Semantic differential (9-point; also used as 7-point)
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates: α = .97 (Homer 1995, 9-point scale) and α = .96 (Hagtvedt 2011, Studies 2 and 3, Journal of Marketing 75(4), 86–93, 7-point version). VALIDITY: Homer (1995) confirmed single-factor structure via factor analysis. Hagtvedt (2011) did not formally address validity. NOTE: Homer (1995) used a 9-point response scale; Hagtvedt (2011) used 7-point — both showed strong reliability. The company name should be inserted into the scale stem (e.g., 'Please rate [company name] on the following dimensions'). A seven-item version was used by Hagtvedt (2011) omitting two items from the original nine.
Homer, Pamela M. (1995). Ad size as an indicator of perceived advertising clutter. Journal of Advertising, 24(2), 75–86.
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