Three bipolar semantic differential items capturing how attractive, desirable, and valuable a consumer perceives a specific object to be. Eisend (2008) developed the scale in the context of scarcity appeals, where perceived desirability is central to understanding how limited availability enhances product appeal. The scale has been used by Sharma and Roy (2016) with a 7-point format and by Mukherjee and Lee (2016) with a 9-point format; researchers should choose the format most appropriate to their study context.
7-point semantic differential (Sharma & Roy 2016); 9-point semantic differential (Mukherjee & Lee 2016)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas ranged from .86 (Sharma & Roy 2016) to .96 (Mukherjee & Lee 2016, Study 2). The response scale format varies across studies (7- vs 9-point); the exact number of points was not stated by Sharma and Roy, but was inferred from other scales in the same experiment. The anchor wording varies slightly: Mukherjee and Lee used 'unattractive/attractive' and 'not valuable/valuable' whereas Sharma and Roy used 'less attractive/very attractive' and 'nonvaluable/valuable'. Both versions are noted in items_full.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33–40.
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