A three-item, seven-point bi-polar scale measuring a consumer's overall attitude toward a specific hotel. Items assess willingness to stay at the hotel, general evaluation, and degree of liking, each using distinct verbal anchors. Assumed to have been developed by the authors for use as a dependent variable in an online experiment in which 342 U.S. adults evaluated hotels described in advertisements using either literal or figurative language. The study demonstrated that figurative language led to more favourable hotel attitudes in hedonic consumption contexts. The scale is straightforward to adapt for other hospitality venues (restaurants, resorts) with minor wording adjustments.
Kronrod, A., & Danziger, S. (2013). 'Wii will rock you!' The use and effect of figurative language in consumer reviews of hedonic and utilitarian consumption. Journal of Consumer Research, 40(4), 726-739.
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