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.
This semantic differential scale measures how amusing and funny an ad is perceived to be.
Four, seven-point unipolar items are used to assess the degree to which a person believes that an ad was amusing.
The scale is composed of uni-polar items used to capture a dimension of one´s attitude toward a certain advertisement with the emphasis on how exciting and playful it is. This is in contrast to measures of one´s affective reaction to an ad. In other words, the object of the description of the scale shown below is an ad rather than one´s emotional response to an ad. See scales such as Affective Response to Ad (Warm Feelings) for examples of the latter type.
Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.
A three-item, six-point summated ratings scale is used to measure the degree to which a person describes feeling a sense of amusement on exposure to some stimulus (e.g., music). Phrasing of the scale was such that it measured respondents' emotional reaction to a stimulus rather than their attitude toward the stimulus itself.
This nine-item, six-point semantic differential scale measures one's attitude toward some object with an emphasis on the degree to which it is fun and enjoyable.
This is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.
