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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

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.