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.
character
The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why.
Three, nine-point Likert-type items are used to measure the degree to which a person believes an object has a special intangible quality, something that can be viewed as its “essence” or “aura.”
A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”
A person’s attribution of humanlike qualities to time (free will, emotions, intentions) is measured using six, seven-point items.
A person's belief in either the stability of personality traits (entity theory) or their malleability (incremental theory) is measured in this scale using eight, seven-point Likert-type items.
Three, five-point statements are used to measure the degree to which a viewer believes there is a relationship between a character on a TV program and a product appearing in the program.
Nine, five-point statements are used to measure the degree to which a person is interested in, cares about, and sympathizes with a character on a television program. Russell and Stern (2006) referred to the scale as parasocial attachment.
The scale is composed of five point Likert-type statements measuring the degree to which a parent believes that being strict with children is the appropriate method for raising them.
