You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

advertising

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.

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.