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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


Three, seven-point statements are used to measure a person's attitude toward some specific advertisement that he or she has been exposed to with an emphasis on how much the viewer liked the ad.

Three, seven-point bipolar adjectives are purported to measure a person's opinion about advertising in general without reference to any of its possible dimensions.

Four, seven-point Likert-type statements are used to measure a person's overall evaluation of the advertising in a specific advertising vehicle. The vehicle examined by Ha (1996) was a dummy magazine prepared for a college student audience.

This semantic differential scale measures a person’s overall evaluation of a specified business entity.