The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Attitude Toward the Ad (Focused Nostalgia)
The degree to which a person feels pleasure watching an ad because it evokes the memory of a specific time in that person’s past is measured in this scale with six, seven point Likert-type items.
Key Words