To measure excitement level, we employed items used in Richins (1997), and our items measuring purchase intention were drawn from Park et al. (2007) and Kim and Ko (2010).
The survey comprised four questions measuring the expectation of competition, three questions measuring excitement level, three questions measuring purchase intention, and one question measuring current mood using a 7-point Likert scale ranging from "never" (1) to "very much" (7).
The fluorescent intensity was measured by excitement at 490 nm and emission at 520 nm (PerkinElemer LS50B Luminescence Spectrometer).
Finally, the cell pellet was resuspended in 1 ml of KK2C and the fluorescent intensity measured by excitement at 544 nm and emission at 574 nm (PerkinElemer LS50B Luminescence Spectrometer).
Both announcements have been met with excitement and scepticism in equal measure: excitement because of the boldness of the visions; scepticism because for many observers the economics just don't work.
The week of the television network upfronts always brings equal measure excitement and heartbreak as new shows are picked up and other shows are canceled.
Still, Mr. Madonna said the polls did not measure the excitement that might have been generated by a Bush-Ridge ticket.
