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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 (Pre-Birth Era Nostalgia)

Six, seven point Likert-type items measure the degree to which a person feels pleasure watching an ad because it evokes the memory of a time prior to when he/she was born.