Three, seven-point uni-polar items are used in this scale to measure a person's fear-related response to an advertisement.
The persuasive power of some information a person has been exposed to is measured in this scale using three, seven-point items.
Four, seven-point items compose this scale and are intended to measure the belief that an appeal one has been exposed to is either focused on benefits for others or benefits for self. Although the items do not specifically reference a charity, that is the context for which they were developed and most naturally employed.
The scale is composed of three, seven-point uni-polar items that measure a person's guilt-related response to an advertisement.
The level of intimacy being portrayed by a two adults in an ad is measured using three, seven-point items. An added facet of the measure is the degree to which an item given by one person to the other is symbolic of the strength of their bond.
This is a three-item, 15-point Likert-type scale purported to measure the ability to identify with the actor in a commercial.
Five, five-point Likert-type items are used to measure the degree of importance a consumer places on mass media advertising when shopping for a specified product.
This eight item, five-point scale attempts to measure the affective reaction a person has to a stimulus. As used in the studies described below, the stimulus was an advertisement. Note that directions should be provided that have respondents describe their feelings rather than the ad.
This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.
This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.
