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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


The scale is composed of four, seven-point statements used to measure a person's sense of the amount of relevant product information that is provided in a commercial communication to which he/she has been exposed.

The five-item Likert-type scale measures the degree to which a person believes an advertisement is consistent with something else. In the study by Ellen and Bone (1998) the focus was on the scent of a scratch-and-sniff panel attached to an ad and whether the ad was consistent with it. Two of the items used nine-point response formats while the other three had five-point scales. Item scores were standardized then summed.

It is a three-item, five-point Likert-type summated ratings scale measuring the degree to which a person expresses a positive attitude toward advertising in general, particularly in the sense of it being credible and useful.

The scale is composed of Likert-type statements measuring the strength of a person's interest in some specified product class. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use. A three-item version of the scale was used by Flynn, Goldsmith, and Eastman (1996). Another variation on the scale was used by Kopalle and Lehmann (2001).

The scale is composed of five, five-point Likert-type statements meant to assess a person's general interest in a particular product category.

The scale is composed of three, seven-point items that measure how important a particular brand is to a person.

Five, seven-point, Likert-type statements are purported to measure the extent to which a person processes information received in an ad by relating it to aspects of his- or herself (own personal experiences).

Three, seven-point semantic differentials are used to measure a person's attitude toward a specific political advertisement to which he or she has been exposed with an emphasis on how interesting and useful the ad is viewed to be.

Four, seven-point items are intended to measure the extent to which a picture featured in a print advertisement is considered relevant to the accompanying ad copy.

Four, seven-point Likert-type statements are used to measure the extent to which a viewer of a television program felt that it was germane to him or her on a personal level.