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.
7-point bi-polar scale with item-specific anchors (see items_full)
Full scale items shown. Always cite the original source when using this scale in research.
Each item uses a distinct bi-polar anchor pair: item 1: definitely not / definitely yes; item 2: very bad / very good; item 3: don't like it at all / like it very much. The scale was used as a dependent variable assessing overall hotel attitude after exposure to advertising stimuli; no formal validity assessment was reported. The construct is distinct from the Green Hotel Attitude and Intention Scale (ID 345), which measures attitudes toward eco-certified hotels specifically. For hospitality research requiring a brief, generic hotel evaluation instrument suitable for use after ad or review exposure, this scale provides a clean three-item alternative.
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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