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Vrije Universiteit University, Amsterdam

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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.

The scale is composed of four, seven-point items that measure how credible and authentic a particular advertisement is believed to be.

The extent of a person's negative beliefs regarding "advergames" made for children is measured with six Likert-type items.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)