The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
advertising
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.
The scale uses four, seven-point Likert-type items to measure the degree to which a person believes a particular advertisement is understandable and useful.
The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.
This three item, seven point scale measures the extent to which a person had difficulty distinguishing product relevant information from background graphics in a particular advertisement. As written, the scale is most suited for a print ad.
How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.
Three, seven-point Likert-type items are used to measure the degree to which a person paid attention to an ad and was absorbed by it. The scale is general in the sense that the statements do not state what attribute of the ad was focused on. Further, given the phrasing of one item in particular, the scale might be considered a measure of ad engagement.
A person’s expressed interest in the message content of an ad and the attention he/she paid to it is measured with three, seven-point Likert-type items.
The scale measuresd the extent to which a person believes that a particular advertisement he/she has been exposed to focuses more on the benefits consumers could experience from the product rather than just the product’s characteristics apart from the benefits. Three, seven-point items compose the scale.
