Which scale would be best for capturing a consumer's attitude on a point spectrum, like good to bad?

The semantic differential scale is particularly effective for capturing a consumer's attitude on a point spectrum, such as good to bad, because it allows respondents to express their feelings on a bipolar scale. This means that it measures attitudes across two opposing descriptors (e.g., good vs. bad, satisfied vs. dissatisfied) and provides a range of options in between. By placing responses along this continuum, you can effectively gauge the intensity and direction of consumer attitudes.

This method is beneficial for understanding not just where consumers stand on an issue, but also the nuances of their feelings. The format encourages respondents to think about their attitudes in relation to a specific set of attributes, and it allows for more granular insights into consumer perceptions.

Other scales, like the Likert scale, while also measuring attitudes, often operate on a unipolar scale focused on agreement or disagreement with statements, rather than specifically measuring a spectrum from one favorable extreme to another. The behavioral intention scale is typically more focused on predicting future actions rather than attitudes, and the rank order scale does not capture the intensity of attitudes effectively, as it only allows respondents to rank items without indicating degrees of feelings between two extremes.