The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Ad Emphasis on Benefits vs. Attributes
The scale measuresd the extent to which a person believes that a particular advertisement he/she has been exposed to focuses more on the benefits consumers could experience from the product rather than just the product’s characteristics apart from the benefits. Three, seven-point items compose the scale.
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