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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

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.

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.

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

This is a four-item, six-point Likert-like scale purported to measure the participants' impressions of the ad.

This four-item, five-point, Likert-type scale is intended to measure the degree to which a person engages in multiple activities simultaneously. This behavior is referred to as polychronic time use. The statements in the scale are general and not activity specific.