You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

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.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

advertising

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.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular advertisement is visually appealing.

Composed of three very simple, seven-point Likert-type items, the scale is purported to measure the degree to which a person views a particular advertisement as being energetic and “alive” in a visual sense.

Three statements with a nine-point response format are used to measure how important and meaningful a slogan is to a person.

Five, nine-point semantic differentials are used in this scale to measure how much a person believes that a message was persuasive and changed what he/she thought about a topic.

With six, nine-point bi-polar adjectives, the scale measures the degree to which an object appears to be unusual and unexpected.  Given the multiple facets of the construct represented in the items and depending on the way the items are scored, the scale could be considered a measure of similarity, typicality, or novelty.  The scale is general in the sense that it could be used with a variety of objects and in a variety of contexts.  

Five, seven-point Likert-type items are used measure the degree to which a person reports that an ad made him/her feel exposed and unsafe.

The degree to which a person believes that an ad is exciting and energetic is measured with four, seven-point semantic differentials.