The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
advertising
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.
The extent to which a person feels that an object is close to one’s self rather than far away is measured using four, seven-point items.
The scale measures the extent to which a visual pattern, such as in a print advertisement, is interpreted as indicating motion, particularly forward movement. Four, seven-point semantic differential phrases compose the scale.
The extent to which a person feels astonishment and wonder after viewing an advertisement is measured with three, seven-point items.
