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Scale Reviews

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Testimonial

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 (Receptiveness)

This scale has three, seven-point Likert-type items that measure the extent to which a person believes that an advertisement is responsible for helping him/her to be more willing to consider other views than his/her preconceptions about some object. The scale was called resistance by Smith, Chen, and Yang (2008) because they reverse-scored each item.