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.
television
The scale seems to measure a person's overall interest in soccer but most particularly gauges the degree to which a person was involved in watching a particular game on television. The measure is composed of eight, seven-point items with seven of the items being of the Likert-type.
Five one-word positive descriptors are used to measure a person's affective reaction to some stimulus. These descriptors are moderate in intensity as described subsequently.
Five one-word positive descriptors are used to measure a person's affective reaction to a stimulus. These descriptors suggest strong intensity and, as such, appear to represent emotions rather than less-intense sentiments.
This three-item, nine-point Likert-type scale is used to measure the degree to which a person indicates that a commercial was interesting and got his/her attention.
This is a three-item, six-point Likert-type scale that measures the degree to which a person watches television.
This is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.
