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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


The scale is composed of four, ten-point Likert-type items that assess a consumer's reasoning for a lack of motivation to boycott a company.

Five, ten-point Likert-type statements are used to measure the degree to which a person views him/herself as a member of a community of brand users.

The scale attempts to assess the appeal and suitability of a certain brand name for a product and is composed of four, nine-point semantic differentials.

The six item, seven-point Likert-type scale seems to measure a person's reaction to an ad he/she has been exposed to.

The scale is composed of unipolar items used to capture a general evaluative dimension of one's attitude about a certain advertisement. This is in contrast to measures of one's affective reaction to an ad. The subset of items used by both Edwards, Li, and Lee (2002) and Li, Edwards, and Lee (2002) was intended to measure how irritating an ad is.

Four, eleven-point semantic differentials are used to measure the intensity of a person's attitude towards some object. The response format used by Priester et al. (2004) ranged from 0 to 10.

A ten-item, seven-point Likert-type scale is used in measuring the relevance of the message or the information in the ad.

Four, seven-point items are used to measure the level of personal importance a person places on the outcome of a decision he/she is making.

Three, seven-point semantic differentials are used to measure the extent to which some product information to which a consumer has been exposed is viewed as being helpful in making a product evaluation. The emphasis appears to be on the content of the information versus the form/style in which it is presented. The scale was referred to as diagnosticity by Ahluwalia, Unnava, and Burnkrant (2001).

Six statements are used to measure the degree to which a person says he/she was interested in and paid attention to an advertisement he/she is familiar with (and had probably just been exposed to).