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Scale Reviews

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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

Attitude Toward the Ad

Seven, seven-point items are used to measure how positive a person's evaluation of some particular advertisement is. Most, but not all, of the items lean toward cognitive (e.g., informative) rather than affective (e.g., likable) facets of an attitude.