Three, five-point items are used to measure the degree to which a child views him/herself as an opinion leader for friends in some product category and does so by being a source of information and influence.
The persuasive power of some information a person has been exposed to is measured in this scale using three, seven-point items.
This is a four-item, seven-point Likert-type scale purported to measure a person's attitude about the quality of a particular testimonial advertisement.
A five-item, seven-point semantic differential is used to measure a consumer's assessment of a particular person's knowledge and competency as a source of information. The directions used with the scale can focus the respondent's attention on a particular topic or product if desired.
Three, five-point statements are used to measure the degree to which a viewer believes there is a relationship between a character on a TV program and a product appearing in the program.
The scale uses several statements to measure the degree to which a person tends to resolve conflicts with his/her spouse by use of reason and negotiation rather than coercive means.
The degree to which a person tends to resolve conflicts with his/her spouse by use of coercive tactics is measured in this scale.
Six Likert-type statements are used to measure one's familiarity with the persuasion tactics used by marketers to sell products and having confidence in one's ability to deal with those tactics.
The scale uses three statements and a seven-point Likert-type response format to measure the extent to which something has helped a person want to exercise regularly. The motivating factor in the study by Nan (2008) was a public service announcement. However, the items seem to be amenable for use with other stimuli.
This scale uses three, seven-point Likert-type items to measure the degree to which a person believes that an advertisement is responsible for changing his/her attitude about a brand. The scale was called change mind by Smith, Chen, and Yang (2008).
