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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


The scale has seven, seven-point Likert-type statements that are used to measure the degree of fit a person perceives there to be between a certain company's current products and a potential new product.

The scale is composed of four, nine-point semantic-differentials intended to measure the degree to which a person views some object as repulsive. The difference between this and some apparently similar scales is that this scale is meant to describe an object whereas other measures of disgust describe one's affective reaction to some object.

The scale attempts to assess the appeal and suitability of a certain brand name for a product and is composed of four, nine-point semantic differentials.

This multi-item summated scale is intended to capture a person's overall evaluation of an ad. Although the uses described vary in both the number of items employed and the points on their response scales, they are alike in that they used a unipolar format rather than the more typical bipolar approach to measure the construct. Furthermore, a high degree of commonality exists among the items employed in the various versions of the scales.

Four, seven-point Likert-type statements are used to assess a person's attitude about political campaigns with the emphasis on the degree to which political advertising and other campaign communications are negative.

The scale is composed of five, four-point statements measuring the frequency which a child believes that his/her mother makes statements that would indicate she has a negative attitude toward TV, with an emphasis on the inappropriateness of things kids may be exposed to.

The five-item Likert-type scale measures the degree to which a person believes an advertisement is consistent with something else. In the study by Ellen and Bone (1998) the focus was on the scent of a scratch-and-sniff panel attached to an ad and whether the ad was consistent with it. Two of the items used nine-point response formats while the other three had five-point scales. Item scores were standardized then summed.

The scale is composed of eight descriptors and a five-point Likert-type response scale to measure a person's opinion about the use of English in a commercial. The scale makes most sense when used in a non-English speaking country where ads are being run or considered which will use English. It is also likely that the scale itself will not be administered in English but will be translated to the appropriate language.

As used by Gerritsen et al. (2000), the measure was used in Holland with respect to a specific commercial after Dutch subjects had been exposed to it. However, it appears to be amenable for use with ads in general.

The scale is composed of five, seven-point items attempting to assess a consumer's expected level of satisfaction prior to some behavior such as buying a certain product. The implication is that the respondents have been exposed to some information by the time they respond to the measure (e.g., promotion, word-of-mouth) but they have not committed themselves in the form of a purchase yet.

The scale is composed of five, seven-point statements that assess the appropriateness of a new product being introduced by a company to carry the same brand name as a previous product by the company.