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.
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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