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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

The scale uses three, seven-point Likert-type items to measure the degree to which a consumer believes that advertising for so-called “green” products is generally helpful in making purchase decisions.

This scale uses four, seven-point items to measure the degree to which a person believes that an e-mail message he/she has received from a company is annoying and confusing.

Seven-point Likert-type items are used to measure a consumer’s skepticism about improvement claims being made about a product by the company.  A two- and three-item version are discussed.

The scale has three, seven-point semantic differentials that measure how much a person believes a particular advertisement is atypical and unexpected.

A consumer’s summary attitude about the advertising of all types that he/she has been exposed to with respect to a particular brand is measured with three, seven-point Likert-type items.

The scale has three, seven-point Likert-type items that are intended to measure a consumer’s attitude about the future advertising of all types that he/she may be exposed to for a particular brand.

The degree to which a person was easily able to understand the meaning of an ad which had an unexpected aspect to it is measured with three, seven-point Likert-type items.

Four, seven-point Likert-type items are used to measure a person's beliefs about advertising's ability to make one aware of social trends and what products will help one stay current.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The degree to which a person believes that advertising is trustworthy and provides truthful information about products is measured with four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The scale is composed of four, seven-point Likert-type items that measure one's beliefs about the hedonic value of advertising.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.