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.
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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