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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

television

Five, four-point statements are used to measure how frequently a child says he/she talks with his/her mother about things shown on TV.

The extent to which a person believes that there is a need for government regulation of programming (including commercials) aimed at children is measured by nine, five-point Likert-type items.

The scale is composed of thirteen, five-point items measuring the frequency with which a person reports watching specific types of programs on television.

Using seven, five-point Likert-type statements, the scale measures the degree to which a set of commercials a person has been exposed to is viewed as unpleasant and annoying .

The scale is composed of three, seven-point statements intended to assess the importance a person places on maintaining a positive image in the community when it comes to deciding whether or not to air an advertisement. As studied by Wicks and Abernethy (2001), the respondent was a TV sales manager or other station employee who was familiar with the station's clearance policy. Further, the type of advertisement they examined was infomercials.

A person's (adult) attitude about television advertising directed at kids is measured with five, five-point Likert-type items. The tone of most of the items is negative. The scale does not measure one's attitude toward a specific commercial but instead attempts to gauge a person's attitude about allowing TV advertising in general that has children as the intended audience.

The scale is composed of four, seven-point Likert-type statements that measure a person's attitude toward television commercials with an emphasis on the negative such as the extent to which ads are annoying and exaggerated.

The scale uses seven Likert-type items to measure a person's opinion about television commercials in general.

Three, five-point Likert-type statements are used to assess a person's general attitude toward a specific advertisement. As currently phrased, the scale is most suited for use with TV and radio commercials but the term "advertisement" could be substituted for "commercial" to make the scale amenable for use print ads.

The scale is composed of seven-point items measuring the extent to which a television viewer reports engaging in behaviors that indicate he/she is trying to avoid commercials when they come on.