I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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How much an individual with a particular illness believes that the sender of an email message is a person with the same illness or that it is an employee of a health care company is measured with four, seven-point items.
The scale has six items that measure how often a parent (the respondent) actively helps a child to understand the purpose of product ads online and how the information may be misleading.
Four, seven-point items measure the extent to which a consumer is likely to try a product featured in an advertisement and engage in behaviors such as buying the product and recommending it to others.
With three, seven-point items, the scale measures the degree to which a particular advertisement evoked images having to do with the negative consequence of a certain activity.
Three, seven-point items measure how much a particular advertisement evoked images related to the process of achieving some goal.
The scale has three, seven-point items that measure the extent to which a person believes that a particular advertisement motivated him/her to avoid negative outcomes.
How much a person believes that a particular advertisement motivated him/her to achieve positive outcomes is measured with three, seven-point items.
With four, five-point Likert-items, the scale measures how much a person believes a particular advertisement expresses warmth and affection.
This scale has three, seven-point items that measure the degree to which a viewer believes that a particular person in an advertisement belongs to a religious minority in the country.
The degree to which a person believes that a particular message for a high-end product is considered to be standard and expected is measured with four, seven-point items.
