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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.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

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This three item, seven point scale measures the extent to which a person had difficulty distinguishing product relevant information from background graphics in a particular advertisement. As written, the scale is most suited for a print ad.

How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.

Three, seven-point Likert-type items are used to measure the degree to which a person paid attention to an ad and was absorbed by it.  The scale is general in the sense that the statements do not state what attribute of the ad was focused on.  Further, given the phrasing of one item in particular, the scale might be considered a measure of ad engagement.

A person’s expressed interest in the message content of an ad and the attention he/she paid to it is measured with three, seven-point Likert-type items.

The scale measuresd the extent to which a person believes that a particular advertisement he/she has been exposed to focuses more on the benefits consumers could experience from the product rather than just the product’s characteristics apart from the benefits.  Three, seven-point items compose the scale.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular advertisement is visually appealing.

Composed of three very simple, seven-point Likert-type items, the scale is purported to measure the degree to which a person views a particular advertisement as being energetic and “alive” in a visual sense.

Three statements with a nine-point response format are used to measure how important and meaningful a slogan is to a person.

Five, nine-point semantic differentials are used in this scale to measure how much a person believes that a message was persuasive and changed what he/she thought about a topic.

With six, nine-point bi-polar adjectives, the scale measures the degree to which an object appears to be unusual and unexpected.  Given the multiple facets of the construct represented in the items and depending on the way the items are scored, the scale could be considered a measure of similarity, typicality, or novelty.  The scale is general in the sense that it could be used with a variety of objects and in a variety of contexts.