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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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Vrije Universiteit University, Amsterdam

movies

The three item scale is intended to measure the degree to which a person believes there is a spatio-temporal association between a specified person and object.

The extent to which a person imagines there to be a spatio-temporal connection between an object and a fictional or historical character is measured with three items.

The degree to which a person believes an object or set of objects to which one has been exposed are historically accurate is measured using this three item scale.

The scale is composed of three statements that are intended to assess a person's attitude about the degree to which something looks old.

Three statements are used to measure a person's attitude regarding the degree to which something real looks like what it was imagined it would be based upon its depiction in a fictional narrative.

The scale is composed of three, five-point Likert-type statements used to measure a person's attitude about banning the use of branded tobacco and liquor products in movies primarily due to the potential influence it could have on children.

Five, five-point Likert-type statements are used to measure a person's attitude about branded products being used in movies as props with the emphasis being on the degree to which placement is preferred. The scale was referred to as perceived realism by Gupta and Gould (1997) and Gould, Gupta, and Grabner-Kräuter (2000).

Nine, four-point statements are used to measure how much a child believes his/her mother controls his/her TV viewing in various specific ways.

Four, five-point Likert-type statements are used to measure a person's attitude about the practice of putting branded products in movies as props for commercial purposes.

The scale is composed of three items used to measure a theater attendee's perception of the quality of acting observed at a specified theater. The items utilized different anchors on their response scales. The scale was called actor satisfaction by Garbarino and Johnson (1999).