Color Attitude

What it measures

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.

Representative items

• I like this color.
• This is a nice color.
• This is a good color.

Citation

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.