The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
advertising
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.
Three, seven-point semantic differentials are used to measure whether the product featured in an ad is considered fresh and new or old and routine.
The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.
How interested and excited a person is when exposed to the image of a particular celebrity is measured with five, seven-point semantic differentials. The emphasis is on how compelling the image is rather than its favorability.
A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.
The scale has seven, seven-point Likert-type items that measure the degree to which a consumer is motivated to resist a specific object, such as an ad, that is believed to have been forced upon him/her. The emphasis is on the impropriety of the object rather than how much it limits one’s decision-making freedom.
The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.
