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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


Five one-word positive descriptors are used to measure a person's affective reaction to some stimulus. These descriptors are moderate in intensity as described subsequently.

Five one-word positive descriptors are used to measure a person's affective reaction to a stimulus. These descriptors suggest strong intensity and, as such, appear to represent emotions rather than less-intense sentiments.

This is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.

This six-item, six-point Likert-type scale was used to measure the cognitive relevance of specific television advertisements to consumers.

This is a four-item, six-point, Likert-type scale that measures a person's interest in ads involving sales. It was referred to as advertising special shopper by Lumpkin (1985).

A five-item, three-point scale is used to measure a consumer's attitude toward the advertising associated with a specified product. As scored by Maddox (1982), higher scores implied a more positive attitude, with an emphasis on the truthfulness of the advertising.

This is a six-item, five-point scale measuring the number of times in the previous two years a customer recalls the mass media providing information that led to questioning the value of his/her insurance policy. The implication of this measure is that the information originates from sources other than the policy owner's insurance company.

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.