A consumer's evaluation of a food product, with an emphasis on taste-related attributes, is measured with four, seven-point semantic differentials.
Seven, seven-point Likert-type statements are used in the scale. Together they measure the degree to which a person expresses commitment to buying from a certain e-retail website in the future and not switching to another website. The scale was referred to as e-loyalty by Srinivasan, Anderson, and Ponnavolu (2002).
The three item, seven-point Likert-type scale seems to measure a person's interest in a vehicle which carries advertising. It does not measure interest in any specific ad nor in the medium itself, such as interest in watching TV, but focuses on a particular TV program or content of a magazine to which the respondent has been exposed.
Four, five-point Likert-type statements are used to assess a person's attitude about a product, most likely a specified brand, that was featured in an advertisement.
How much a person likes a specified object is measured with these semantic-differential scales. Even though these items have been used many times with reference to ads and products, the uses reviewed here have to do with other types of applications. The scale has been used with the following objects in the various studies: a written editorial (Ahluwalia and Burnkrant 2004), a word (Allen and Janiszewski 1989), a radio program (Lord, Lee, and Sauer 1994), slogans (Luna, Lerman, and Peracchio 2005), scents (Morrin and Ratneshwar 2003), a magazine (Putrevu 2004), a film (Schlosser 2005), and plant biotechnology (Sinclair and Irani 2005).
A consumer's attitude toward a certain product is assessed with three, five-point Likert-type statements. The emphasis of the scale is on the affective component of one's an attitude. The scale was referred to as owner-product relationship by McAlexander, Schouten, and Koenig (2002).
The scale attempts to assess the appeal and suitability of a certain brand name for a product and is composed of four, nine-point semantic differentials.
The scale is composed of six statements attempting to assess a consumer's attitude toward a brand and the category of products it represents.
The scales reviewed together here consist of various bi-polar adjectives presumed to measure the respondent's general evaluation of an advertisement. Seven-point scales seem to be the most popular response format but five- and nine-point scales have been used as well. These scales are commonly symbolized by Aad and appear to be considered overall evaluations of an ad as opposed to measuring just the affective or the cognitive components of an attitude.
The scale is composed of four descriptors with a seven-point Likert-type response format and is used to measure the extent to which a person perceives an advertisement to be attractive and enjoyable.
