Scale Reviews

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Bob Moritz

Marshfield Clinic Research Foundation

Diagnostic Cue Superiority (Sales vs. Stock Level)

Five, seven-point items are used to measure whether information about the stock level or the sales level of two comparable products is the better indicator for making a purchase decision.

Key Words

attitudes, product, comparison, decision-making, retail

Newest Scale Reviews

Affective Response to the Ad (Fear)

How much a person feels worried and anxious after exposure to an advertisement is measured with... read more »

Attitude Toward Commercials (Negative)

Using three, four-point items, the scale measures how often a person has negative thoughts about... read more »

Attitude Toward the Ad (Greenwashing)

The scale uses seven, seven-point Likert-type items that measure a person’s belief that an... read more »

Narrative Transportation of the Ad

This scale has seven, seven-point Likert-type items that measure the degree to which a person... read more »

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