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Scale Reviews

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Testimonial

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.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Attitude Toward the Ad (Humorous)

The extent to which a person considers a particular commercial to have been funny or, at least, attempting to be amusing is measured with six, five-point Likert-type items.

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