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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

magazine

Three, seven-point uni-polar items compose the scale and measure the degree to which a person believes a particular magazine is useful and worth reading.  The emphasis is on the magazine's utilitarian value rather than its hedonic value.

The scale measures the the extent to which a person perceives that an advertisement has interfered with his/her processing of the non-advertising content of a medium, e.g., watching a TV program, surfing the web, reading articles in a magazine. Although the construct is theorized to lead to negative affective reactions (irritation) and behavioral responses (avoidance), it is viewed as distinct from them.

The eight item, seven-point Likert-type scale appears to measure a person's positive affective reaction to some specific stimulus.

The five item, seven-point Likert-type scale appears to measure a person's negative affective reaction to some specific stimulus.

Three, seven-point statements are used to measure a person's opinion of the relative physical attractiveness of a model (female) featured in an ad as compared to other models that are normally seen.

The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid ads appearing in magazines.