You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Affective Response to the Ad (Upbeat Feelings)

Uni-polar items are used in this scale to measure the degree of positive arousal a consumer experiences when exposed to a specific advertisement. The scale has been used with varying numbers of items.

There is an important distinction between this measure and an attitude-toward-the-ad scale. As Mooradian stated in the directions used with his scale, subjects were to describe "reactions to the ad, not to how you would describe the ad" (1996, p. 101). Admittedly, there should be a high correspondence between the two but they are still theoretically different constructs.