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Scale Reviews

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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 Advertising

The scale is composed of four, seven-point semantic differentials measuring a consumer's general attitude toward the advertising within a specified medium. The media studied by Elliot and Speck (1998) were television, radio, magazines, newspapers, Yellow Pages, and direct mail.