The attitude scale is a tool that measures a consumer’s attitude towards a product, a price, an advertisement, a brand or a company, a situation, a behavior, a distribution method… More precisely, it measures the direction and intensity of consumers’ psychological attitudes. Presented in the form of a question, the attitude scale makes it possible to reveal powers of attitude that can be positive or negative or even indifference or ignorance.
There are now several kinds of attitude scales. Among others, we can distinguish: rating scales, pairwise comparisons, intention scales, the Lickert or additive scale and scales with semantic differential or Osgood scales. Semantic scales such as the Lickert and Osgood scales are the most commonly used.