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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Ad Message Involvement (Processing Effort)

The scale appears to measure how much a person reports actively processing a stimulus s/he has been exposed to. In Lord, Lee, and Sauer (1994, 1995), the stimuli were mock radio commercials embedded in a recorded radio program. They referred to this measure as commercial processing motivation (CPM, 1994) and later as response involvement (1995). The stimulus toward which respondents were exposed in the study by Ahluwalia, Unnava, and Burnkrant (2001) was not clearly described but apparently was a folder containing a variety of information about the focal product including a Consumer Reports-type article and draft copies of advertisements. In Raju, Unnava, and Montgomery (2009) the stimulus was a print-type ad for a fictitious brand of car.