Six seven-point semantic differential items measure the perceived aesthetic appeal of a visual stimulus, combining three classic attitude-toward-the-ad bipolar pairs with three items added to capture fashion-relevant aesthetics. Together the items assess overall evaluation, pleasantness, likeability, flatteringness, attractiveness, and stylishness. The scale was used with dress design drawings but is generalisable to other visual stimuli.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Items 1–3 were used by Cox and Cox (1988) in brand attitude scales; items 4–6 were added to enhance fashion relevance. Alpha of .93. Factor analysis confirmed all items loaded on a single dimension. Generalisable beyond fashion to other visual product stimuli.
Cox, D. S., & Cox, A. D. (2002). Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designs. Journal of the Academy of Marketing Science, 30(2), 119–130.
Free access to 2455+ psychometric scales at PsychScales