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Testimonial

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

structure

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. 

With six, nine-point Likert-type items, the scale measures a person’s general attitude that society should have well-defined rules (social norms and laws) and that punishment is appropriate when rules are not adhered to.

The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order.

The ease with which a person reports being able to get around a website and find what is wanted is measured using four, seven-point Likert-type items.

The seriousness of a situation is measured in this scale using five, seven-point bi-polar adjectives.

Four, five-point semantic-differentials are used to measure a person's attitude about the way an advertisement is visually presented. The study by Burns and Lutz (2006) focused on ad formats that are used online, e.g., banners, pop-ups, skyscrapers, interstitials.

The uni-polar scale is intended to measure the extent to which a person considers a website to lack clear structure and ease of use. It is composed of four terms and utilizes a five-point response format.

Three, seven-point semantic differentials are used to measure the degree to which a person evaluates the tangible aspects of an object such as a structure to be of high quality.  The object examined by Wakefield and Barnes (1996) was a stadium.

This three-item, six-point, Likert-type scale measures a person's tendency to schedule activities and organize time.