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Bob Moritz
Marshfield Clinic Research Foundation

commercialization

Using three, seven-point Likert-type items, this scale measures the belief that a particular brand extension is not diluting what is special about the brand for profit sake.  The scale can be used with an extension already on the market or with one in development.

Five, five-point Likert-type statements are used to measure a person's attitude about branded products being used in movies as props with the emphasis being on the degree to which placement is preferred. The scale was referred to as perceived realism by Gupta and Gould (1997) and Gould, Gupta, and Grabner-Kräuter (2000).

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.

Four, five-point Likert-type statements are used to measure a person's attitude about the practice of putting branded products in movies as props for commercial purposes.