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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

attitudes

This is a seven-point, four-item semantic differential scale that is supposed to measure a person's intrinsic involvement with a particular advertisement.

Four, five-point Likert-type statements are used to measure the extent that one expresses positive beliefs and affect toward TV commercials, particularly as it helps a user of a product feel connected to it.

This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.

This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.

This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.

This four-item, five-point Likert-type scale is intended to measure the degree to which a person believes that most TV commercials do not provide factual, accurate information about products.

A three-item, five-point semantic differential scale is used to measure a person's attitude toward a certain company.

This is a three-item, seven-point Likert-type scale that appears to measure one's hypothetical intention to purchase a product which has been advertised in some way that the person considered to be unpleasant or inappropriate.

This is a two-item, seven-point Likert scale measures a person's image of companies based on the way women are portrayed in advertising.

This four-item, seven-point Likert-type scale is used in measuring the degree to which a person reports enjoyment of work in general and staying busy. This is not necessarily an indication of involvement or interest in a specific job.