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Scale Reviews

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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


Ten, seven-point Likert-type items are used to measure how knowledgeable a person reports being with regard to jokes.  Although the scale measures self-reported awareness and recall of jokes, it does not explicitly measure if a person believes him/herself to be funny in telling the jokes.

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.

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.

The seven-point Likert-type scale measures the degree to which a person views him/herself as funny, thinks that others view him/her as funny, and desires to interact with sources (people, stories) that are funny.

This semantic differential scale measures how amusing and funny an ad is perceived to be.

Four, seven-point unipolar items are used to assess the degree to which a person believes that an ad was amusing.

The scale is composed of uni-polar items used to capture a dimension of one´s attitude toward a certain advertisement with the emphasis on how exciting and playful it is. This is in contrast to measures of one´s affective reaction to an ad. In other words, the object of the description of the scale shown below is an ad rather than one´s emotional response to an ad. See scales such as Affective Response to Ad (Warm Feelings) for examples of the latter type.

Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.

A three-item, six-point summated ratings scale is used to measure the degree to which a person describes feeling a sense of amusement on exposure to some stimulus (e.g., music). Phrasing of the scale was such that it measured respondents' emotional reaction to a stimulus rather than their attitude toward the stimulus itself.

This nine-item, six-point semantic differential scale measures one's attitude toward some object with an emphasis on the degree to which it is fun and enjoyable.