The scale is composed of four, seven-point statements intended to measure the degree to which a person believes that an advertisement has influenced him/her to be more knowledgeable or to think differently about a topic. Given this, the scale appears to be a measure of the extent to which an ad is effective in making changes in one's beliefs about some topic.
The scale is composed of four, seven-point Likert-type statements that are intended to measure the strength of a consumer's commitment to a company/brand with an emphasis on his/her stated opposition to changing preferences. As currently phrased, the items relate to airlines.
A three-item, seven-point semantic differential scale is used to measure the perceived "activity" of a stimulus.
The measure consists of two 12-item, five-point scales, for which the difference in scores is purported to assess the degree to which a person is open to new and different experiences. This scale was originally referred to as innovativeness by Leavitt and Walton (1975), but later they and other authors called it a measure of open processing (Joseph and Vyas 1984).
