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Bob Moritz
Marshfield Clinic Research Foundation

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 is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.

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.