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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.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

story

The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why. 

The extent to which a person believes that a particular story and the facts stated in it are correct is measured in this scale using three, seven-point Likert-type items.  The scale seems to be amenable for use with advertisements, books, and movies by simply replacing the word "story" in each item with something else if desired.

Three, seven-point Likert-type items are used to measure a person's belief that a story describes something that he/she as well as the person's peer group would experience

Three, seven-point semantic differentials are used to measure a person's belief that a story has a climax in which the main character overcomes obstacles.  The scale seems to be amenable for use with advertisements, books, and movies by making minor changes in each item.

The amount of similarity between one's self and a person in a story is measured in this scale using three, seven-point items.

The scale measures the extent to which a viewer believes that the role played by a product in a show (TV, movie, play) was pertinent to the story line.

The seven-point Likert-type scale measures the degree to which a person views him/herself as funny, thinks that others view him/her as funny, and desires to interact with sources (people, stories) that are funny.

A person's opinion of a movie's quality is measured with three, seven-point items. The emphasis is on the movie's core attributes, such as the story.

The scale is composed of nine, nine-point items measuring the extent to which a movie is considered to have delivered a good story.