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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 TV Advertising (Affirmation of Value Function)

Four, five-point Likert-type statements are used to measure the extent that one expresses positive beliefs and affect toward TV commercials, particularly as it helps a user of a product feel connected to it.