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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


This three-item, nine-point Likert-type scale is used to measure the degree to which a person indicates that a commercial was interesting and got his/her attention.

This is a five-item, seven-point semantic differential scale measuring how arousing a consumer believes a particular advertisement to be.

This is a three-item, six-point, Likert-type scale that assesses the degree to which a consumer reports using magazine and television ads when making purchase decisions.

This is a two-item, five-point Likert-type scale measuring the number of times in the previous two years a customer recalls being exposed to mass media advertisements by his/her a particular company.

This three-item, nine-point Likert-type scale measures the degree to which a person perceived a commercial to be confusing because some aspect(s) of it distracted from understanding the ad's message.

The three item scale used by Whipple and Courtney (1980) measured the degree to which consumers described an ad as being insulting to themselves and others.

A three-item, nine-point scale is used in measuring the perceived innovativeness and distinctiveness of a specific advertisement to which a person has been exposed.

Snizek and Crocker (1985) used a 10-item, five-point Likert-type scale to measure the attitude toward advertising of professional services, probably from a field that has not traditionally had much advertising. The items in this scale are written so that professionals in the focal field are to respond to them rather than those who might be users of their services. Snizek and Crocker (1985) used the scale with attorneys.

This semantic differential scale measures "felt involvement" toward product information presented in an advertisement. "Felt involvement" was defined by Celsi and Olson (1988) as the motivation to process information in a particular situation and is caused by two other types of involvement: enduring involvement and situational involve ment.

A three-item, nine-point Likert-type scale is used in measuring the degree to which a person indicates that a commercial was annoying and unenjoyable.