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Testimonial

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

advertising

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.

The scale is supposed to assess the extent to which a person consults a variety of sources before making purchase decisions. Moschis (1978, 1981) referred to this as information seeking. Given the nature of one of the information sources (one or both of my parents), the scale is intended for children who are probably still living at home.