The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
advertising
How much a person believed a brand's message to be genuine and that it expressed concern about consumers is measured with five, seven-point Likert-type items.
How morally objectionable a person believes it is for a particular person to be in an advertisement is measured with four, seven-point Likert items.
The extent to which a person associates the words “down” with “less” and “up” with “more” is measured using six, nine-point items.
The scale uses three, seven-point items to measure how much a person believes that the information in a particular advertisement is too complicated and should be simplified.
Whether a person thought the message of an advertisement was more focused on self or on social entities such as family is measured with five, seven-point semantic differentials.
How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items.
The belief that responding to an advertisement would require the disclosure of one's private information is measured with three, seven-point items.
A seven-point Likert-type scale is used to measure how much a person believes or “feels” that a particular object in an ad appears it be moving in the appropriate direction. Both a four-item and a three-item version are described.
The scale is composed of six items meant to measure a person’s motivation to process
information from an advertisement at the time of brand choice.
The extent to which a person perceives an object to be tangible and realistic-looking is measured with three, uni-polar items.
