As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Attitude Toward Advertising (Entertaining)
The scale is composed of four, seven-point Likert-type items that measure one's beliefs about the hedonic value of advertising. As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.
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