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Scale Reviews

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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 (Evaluative Judgments)

The scale is composed of unipolar items used to capture a general evaluative dimension of one's attitude about a certain advertisement. This is in contrast to measures of one's affective reaction to an ad. The subset of items used by both Edwards, Li, and Lee (2002) and Li, Edwards, and Lee (2002) was intended to measure how irritating an ad is.