You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


This website has truly been a welcome gift! The Day Pass is extremely affordable & the site is so user friendly to navigate. It provides a wealth of information including, the source, validity, & references for my doctorate research project. I highly recommend this to anyone as it is truly an invaluable research tool!
Suzanne Cromlish, PhD
Saint Xavier University, Chicago

New Measures of Advertising-related Attitudes

Advanced survey measures (psychometrics) related in some way to advertising have been featured here at this site many times over the years. One of the main reasons they have been featured many times is that advertising has been studied a lot with scales over several decades.  Researchers have long wanted to know what people think and feel about ads as well as other issues related to advertising in some way. There are many scales that have been used over and over again by academic researchers, however, there are plenty of other measures that are new. Why are new ones created? It can happen when no older scale is available to measure the particular attitude, emotion, or other construct of interest. At other times, measures of a construct exist but the researchers believe they are inadequate in some way and decide to create new measures. Some new scales are being featured now. For some of them, no measure of the construct previously existed while for the other scales, the researchers decided a better measure was needed for use in their study. The formal names of these new measures as found in the database are Affective Response to the Ad (Fear), Attitude Toward Commercials (Negative), Attitude Toward the Ad (Greenwashing), and Narrative Transportation of the Ad. These new measures join 400+ other advertising-related scales as well as thousands of other measures in the Marketing Scales library.