This scale has three, seven-point Likert-type items that measure the extent to which a person believes that an advertisement is responsible for helping him/her to be more willing to consider other views than his/her preconceptions about some object. The scale was called resistance by Smith, Chen, and Yang (2008) because they reverse-scored each item.
Nine, nine-point statements are used to assess the value placed by a person on an understanding of and desire to protect the welfare of all people and nature.
The degree of openness one has in general toward stimuli that are less than clear, puzzling, or indefinite is measured with twelve, seven-point Likert-type items.
