Measures a person's overall evaluative attitude toward a specific color. Created by Batra and Ghoshal (2017) for use in a study examining high-intensity sensory consumption and self-worth restoration. Items use standard global attitude phrasing and are not color-specific in wording, making the scale adaptable to any color stimulus.
7-point Likert (completely disagree to completely agree)
Full scale items shown. Always cite the original source when using this scale in research.
Used in Study 1 (n = 92, Indian School of Business) where participants were shown an intense shade of orange as a potential product color. Alpha = .95. Items use conventional global attitude phrasing adaptable to any color. Part of a broader study on self-worth restoration through high-intensity sensory experiences.
Batra, R.K., & Ghoshal, T. (2017). Fill up your senses: A theory of self-worth restoration through high-intensity sensory consumption. Journal of Consumer Research, 44(4), 916–938.
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