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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

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.