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.
Comparison with Advertising Model
Three, seven point statements are used to measure the extent to which a person thinks a model featured in an ad is likely for viewers to compare themselves to. Bower (2001) viewed this as a form of social comparison in that one compares him- or her-self to another person on one or more personally relevant attributes to see if there is cause for concern (envy, jealousy, lower self worth).
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