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.
Ad Message Construal Level (Concrete)
Three, seven-point Likert-type items are used to measure the degree to which a person believes an advertising message stresses how customers can participate in an activity.
Key Words