This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
advertising
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.
