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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

Attitude Toward the Company's Communications

A consumer's attitude about the informativeness and believability of communications from a company is measured with three, seven-point Likert-type items.  While the communication activities referred to in the scale items can refer to advertising, the phrasing is broad enough to include those of a PR nature as well such as press releases.