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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Attitude Toward Advergames for Children (Positive)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)