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 (Joyful Nostalgia)
Five, seven-point items measure the degree to which an advertisement caused a person to think of happy events in his/her own life.
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