Four, seven-point statements are used to assess the degree to which a person focuses more on the style of an ad versus the brand-related information. The phrasing of the items makes them more appropriate for print ads than for commercials.
The scale is composed of three, nine-point statements indicating a person's agreement that a print advertisement's headline was open to interpretation and noticeable effort was expended to give meaning to it.
The scale is composed of four, seven-point statements used to measure a person's sense of the amount of relevant product information that is provided in a commercial communication to which he/she has been exposed.
The scale is composed of seven, seven-point bi-polar adjectives used to measure a person's attitude toward the message portion of an advertisement or some other form of commercial communication (e.g., infomercial).
A three-item, seven-point semantic differential is used to measure a consumer's liking of the source of information about a particular product. As used by Tripp, Jensen, and Carlson (1994), the scale specifically measured the likeability of a celebrity endorser of a product in a mock magazine ad.
