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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

children

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 seven, five-point Likert-type items intended to measure the extent to which a person believes that parents should control what their children watch on television. In the studies by Walsh, Laczniak, and Carlson (1998; Carlson, Laczniak, and Walsh 2001) the scale was responded to by mothers but it appears to be amenable for use with other types of respondents as well.

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.

The scale is composed of four, five-point items measuring the frequency with which a parent reports routinely taking a child along on shopping trips. This was referred to as co-shopping by Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991) as well as Rose and Grossbart (1999).

The scale is composed of three, five-point items measuring the degree to which a parent reports actively controlling when, what, and how much television a child is allowed to watch.

The scale is composed of three, five-point items measuring the likelihood that a parent would refuse to buy a product for a child when he/she asks for it and explain the reason for the decision to the child.

The likelihood that a parent would refuse to buy a product for a child when he/she asks for it and not give a reason to the child is measured using three, five-point items.