This Likert-type scale measures the degree to which a viewer expresses familiarity with a commercial. Depending upon the items being used to compose the scale, a sense of tedium towards the ad and/or possibly irritation is being captured as well. In that case, the scale could be used as a measure of ad wearout.
The extent to which a person perceives a certain object to be fresh and distinctive is measured with five, seven-point bi-polar adjectives.
Four Likert-type statements are used to measure a person's opinion of the degree to which a model in a specific advertisement looks like a typical person rather than being unusual in some way (e.g., very attractive).
Three, seven-point statements are used to measure a person's opinion of the relative physical attractiveness of a model (female) featured in an ad as compared to other models that are normally seen.
Three, seven point statements are used to measure the extent to which a person thinks a model featured in an ad is likely for viewers to compare themselves to. Bower (2001) viewed this as a form of social comparison in that one compares him- or her-self to another person on one or more personally relevant attributes to see if there is cause for concern (envy, jealousy, lower self worth).
The scale is composed of seven, seven-point uni-polar items used to measure a person's belief that a certain ad is bizarre and irrational. This attitude is likely to have been evoked because of the incongruous juxtaposition of stimuli in the ad (images, sounds, text) such that little or no logical interpretation is possible.
