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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

Appeal Type (Emotional/Rational)

Four, bipolar adjectives are purported to measure a person's opinion of the type of appeal being used by the source of a message, varying from emotional at one extreme to rational at the other.  It could easily be used with advertising but could also be used with appeals made by charities, speeches by politicians, sale pitches by sales people, etc.