Four, five-point Likert-type statements are used to measure the extent that one expresses positive beliefs and affect toward TV commercials, particularly as it helps a user of a product feel connected to it.
This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.
This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.
This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.
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 measures the extent to which a viewer believes that the role played by a product in a show (TV, movie, play) was pertinent to the story line.
The scale uses eight short phrases to measure the extent to which a person believes that use of a product will have consequences that are good and enjoyable.
Nine, five-point statements are used to measure the degree to which a person is interested in, cares about, and sympathizes with a character on a television program. Russell and Stern (2006) referred to the scale as parasocial attachment.
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.
Seven descriptors are used to measure the extent to which a person perceives that an advertisement has interfered with his/her processing of the non-advertising content of a medium, e.g., watching a TV program, surfing the web, reading articles in a magazine. Although the construct is theorized to lead to negative affective reactions (irritation) and behavioral responses (avoidance), it is viewed as distinct from them.
