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Testimonial

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

advertising

The scale uses three, five-point Likert-type items to measure how much a person believes the ads for products placed within video games makes the experience more realistic.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

Using three, seven-point semantic differentials, the scale measures a person's expressed likelihood of donating to a particular cause.

A consumer's attitude about the informativeness and believability of communications from a company is measured with three, seven-point Likert-type items.  While the communication activities referred to in the scale items can refer to advertising, the phrasing is broad enough to include those of a PR nature as well such as press releases.

Four, seven-point semantic differentials are used to measure the extent to which a person believes another person is similar to him/herself in many ways.

Ten, five-point uni-polar items are used to measure how important a person believes technical aspects (lighting, sound, editing) are to judging an ad's quality.

Four, seven-point items are used to measure the degree to which a person believes an advertisement was pleasing.  Given that one of the items has the phrase "to watch," the scale is most appropriate for commercials in video form rather than those in print or audio only.

The extent to which a person considers a particular commercial to have been funny or, at least, attempting to be amusing is measured with six, five-point Likert-type items.

The importance a person places on artistry and creativity in judging the quality of an advertisement is measured in this scale using four, five-point uni-polar items.

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are in evaluating an advertisement's quality.

The extent to which a person relates to the message in an ad and believes the ad provided information of interest is measured using four, seven-point items.