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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Creative Channel Services

appeal

Affective Response to the Ad (Anxiety)

A person's anxiety-related response to an advertisement is measured in this scale using three, seven-point uni-polar items.

Attitude Toward the Website (Aesthetic Appeal)

Four, seven-point Likert-type items measure how much a person likes a website because of the way it  looks.

Affective Response to the Ad (Fear)

Three, seven-point uni-polar items are used in this scale to measure a person's fear-related response to an advertisement.

Affective Response to the Ad (Guilt)

The scale is composed of three, seven-point uni-polar items that measure a person's guilt-related response to an advertisement.