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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Attitude Toward the Ad (Familiarity)

This Likert-type scale measures the degree to which a viewer expresses familiarity with a commercial. Depending upon the items being used to compose the scale, a sense of tedium towards the ad and/or possibly irritation is being captured as well. In that case, the scale could be used as a measure of ad wearout.