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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

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.