Excitement

What it measures

A four-item Likert-type scale designed to measure the degree to which an object is viewed as having a personality-like image featuring stimulating and distinctive traits.

Response format

9-point scale

Scale items

• not exciting / exciting
• not spirited / spirited
• not imaginative / imaginative
• not unique / unique

Full scale items shown. Always cite the original source when using this scale in research.

Citation

Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34 (August), 347- 356.

Keywords