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Scale Reviews

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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


The scale is composed of five, five-point Likert-type items intended to measure the extent to which a person believes that there is a need for an organization, independent of parties involved in marketing products, to control television programming aimed at children. As one of the items indicates, the independent organization is envisioned as being composed of parents, educators, and broadcasters; government is not specifically mentioned.  A separate scale was developed by Walsh, Laczniak, and Carlson (1998) for that.

The scale is composed of nine, five-point Likert-type items intended to measure the extent to which a person believes that television broadcasters should be proactive in controlling the programming, including commercials, that are aimed at children.

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.

Five, four-point statements are used to measure how frequently a child says he/she talks with his/her mother about things shown on TV.

The extent to which a person believes that there is a need for government regulation of programming (including commercials) aimed at children is measured by nine, five-point Likert-type items.

The scale is composed of three, five-point Likert-type statements used to measure a person's attitude about banning the use of branded tobacco and liquor products in movies primarily due to the potential influence it could have on children.

The scale is composed of four, seven-point statements measuring beliefs about promotion and product quality issues that have been communicated in some way from a parent to a child. Two versions of the scale are presented (below). One has to do with the frequency with which these beliefs have been communicated by the parents. The other focuses on the degree of influence the parent's opinions have had on the child.

The scale is composed of five, eleven-point statements measuring at what age a parent believes a normal child is aware of the advertising-related activities that are used to influence him/her.

The scale measures the degree to which a person expresses reservations about advertising, particularly food ads, being aimed at children. In all of the studies the scale was filled out by parents but it appears to be amenable for use with any adult sample.

A person's (adult) attitude about television advertising directed at kids is measured with five, five-point Likert-type items. The tone of most of the items is negative. The scale does not measure one's attitude toward a specific commercial but instead attempts to gauge a person's attitude about allowing TV advertising in general that has children as the intended audience.