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Scale Reviews

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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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Attitude Toward The Ad (Gentleness)

The scale is composed of uni-polar items used to capture a dimension of one's attitude toward a certain advertisement with the emphasis on how soothing and tender it is. This is in contrast to measures of one´s affective reaction to an ad. In other words, the object of the description is an ad, not merely one´s emotional response to it. See scales such as Affective Response to Ad (Warm Feelings) for examples of the latter type.