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Scale Reviews

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Testimonial

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 (Divergence)

A person’s belief that a particular advertisement is different from others to which he/she knows of is measured with three, seven-point Likert-type items.  The statements are general and do not indicate how the ad is different.