This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.
The scale is composed of seven point, semantic differential items measuring a person's beliefs concerning the perceived enjoyment that would be experienced with regard to a specified stimulus. As described below, the stimuli compared by Dabholkar (1994) were two methods of ordering at a fast-food restaurant: touch screen versus verbally placing the order with an employee.
Ten, nine-point items are used to measure the degree of disconfirmation a person experiences in his/her expectations regarding some music.
The scale measures expectancy-disconfirmation of a movie performance using eight items and a nine-point response format.
The sixteen-item, five-point Likert-type scale measures the intensity of the relationship that a viewer has with the characters and setting of a TV program and the extent to which it affects the viewer's self-identity.
Six, seven-point Likert-type items are used to measure a person's attitude about a movie which he/she has heard about but has not seen. While the scale might be considered a measure of attitude-toward-the-act, it is not a measure of behavioral intention.
The scale measures a person's evaluation of an ad's distinctiveness. Homer (1995) used four, nine-point semantic differentials while Homer (2006) used six semantic-differentials with an unknown number of points on the response scale.
This Likert-type scale is intended to measure the degree to which a commercial one has seen was considered to be fun and exciting. Some of the users referred to it as stimulation while others called it entertainment.
Six, seven-point Likert-type statements measure the relative level of television programming a person admits to viewing on a general basis.
The seven-point Likert-type scale measures the degree to which a person views him/herself as funny, thinks that others view him/her as funny, and desires to interact with sources (people, stories) that are funny.
