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Bob Moritz
Marshfield Clinic Research Foundation

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Six, nine-point semantic differentials measure the degree to which a consumer believes a product is an accurate fulfillment of the creator’s vision.

The scale is composed of four, seven-point Likert-type items that measure one's beliefs about the hedonic value of advertising.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

Four, seven-point items are used to measure the degree to which a person believes an advertisement was pleasing.  Given that one of the items has the phrase "to watch," the scale is most appropriate for commercials in video form rather than those in print or audio only.

The extent to which a person considers a particular commercial to have been funny or, at least, attempting to be amusing is measured with six, five-point Likert-type items.

A person's evaluation of a movie that he/she has seen is measured in this scale with seven, seven-point Likert-type items.  The scale is general in that it appears to be usable with any movie.  It may be adaptable for use with other forms of visual entertainment as well such as an episode of a TV series, a play, or a sporting event.

Three, five-point Likert-type items are used to measure how much a person believes the product ads placed within video games are amusing and enjoyable.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

A person's opinion of a particular game is measured in this scale with six, seven-point, bi-polar adjectives.

The degree to which a person believes that shopping at a certain website is likeable and absorbing is measured with three, seven-point Likert-type.

The enjoyment a consumer gets from visiting and checking out interesting websites is measured in this scale with four, seven-point items.  The behavior seems to be akin to "window shopping" and "just looking" that occur with brick-and-mortar stores.

This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.