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.
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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