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Scale Reviews

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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.
Krista Holt
Senior Director, Research & Design, Vital Findings

Attitude Toward Advertising (Informative)

The scale is composed of five, five-point Likert-type statements measuring the extent to which a person expresses several beliefs that have to do with the ability of advertising (in general) to provide useful information.