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The scale uses three, seven-point items to measure a consumer’s belief that a particular food product featured in an advertisement is likely to have genetically modified ingredients. (GMO stands for Genetically Modified Organisms.)

How effective a person believes a particular anti-smoking message to be in terms of changing attitudes and behaviors is measured with three items.

The scale is composed of three, five-point semantic differentials that measure the degree to which a person considers a particular slogan to be positive and valuable.

Five, seven-point items measure the degree to which an advertisement caused a person to think of happy events in his/her own life.

Six, seven-point Likert-type items are used to measure how well organized and easy to understand an ad is which a person has seen.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes that a particular advertisement has been aimed at him/her due to some behavior or characteristic inferred by the advertiser.

The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.

Using three, six-point Likert-type items, the scale measures a person’s familiarity and proficiency with the language used in a particular advertisement.

Four, seven-point Likert-type items are used to measure the degree to which a person believes a particular advertisement addressed concerns about a product that was important to him/her.

With three, seven-point Likert-type items, the scale measures not only the degree to which a person considers a particular advertisement to be interesting but that he/she was involved in it.