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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Attitude Toward the Ad (Affective)

Four, seven-point items are used to measure the degree to which a person believes an advertisement was pleasing.  Given that one of the items has the phrase "to watch," the scale is most appropriate for commercials in video form rather than those in print or audio only.