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!
Attitude Toward the Ad (General Nostalgia)
The ten-item, seven point Likert-type scale is intended to measure the degree to which a person experiences positive affect toward an advertisement because it evokes some memory of the person's past. The scale was called evoked nostalgia by Muehling and Sprott (2004) and general nostalgia evoked by the ad by Muehling and Parscal (2011).
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