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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


The scale is composed of seven-point semantic differentials that measure a person's attitude about a business activity or proposal, with an emphasis on the wisdom of the decision. Grant and Tybout (2008) used it to measure a person's evaluation of a business venture that respondents read about.

Four, five-point semantic-differentials are used to measure a person's attitude about the way an advertisement is visually presented. The study by Burns and Lutz (2006) focused on ad formats that are used online, e.g., banners, pop-ups, skyscrapers, interstitials.

The scale is composed of four statements and uses a seven-point, Likert-type response format. The items are intended to measure a person's attitude toward a particular brand featured in an ad that the person has been exposed to.

This set of scales use bi-polar adjectives designed to capture a consumer's overall evaluation of a specified advertiser. As used by Rifon et al. (2004), the scale measured attitude toward the sponsor of a website.

The scale is composed of seven-point, Likert-type statements that are intended to measure a person's attitude toward a particular advertisement.

The scale is composed of six, five-point semantic differentials assessing a person's stereotypic beliefs about people who consume alcohol.

This scale uses five items with a seven-point response format to measure how frequently a person engages in behaviors to limit exposure to advertising. Since the individual items refer to ads in five different media, scores on the scale give a sense of the person's overall ad avoidance behavior.

This scale uses three unipolar terms with a seven-point Likert-type response format to measure the degree to which a person feels that, in general, the advertising in a specific country is pleasing and entertaining.

A consumer's evaluation of a food product, with an emphasis on taste-related attributes, is measured with four, seven-point semantic differentials.

The three item, seven-point Likert-type scale seems to measure a person's interest in a vehicle which carries advertising. It does not measure interest in any specific ad nor in the medium itself, such as interest in watching TV, but focuses on a particular TV program or content of a magazine to which the respondent has been exposed.