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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

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.