I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
attitudes
This is a seven-point, four-item semantic differential scale that is supposed to measure a person's intrinsic involvement with a particular advertisement.
This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.
This five-item, five-point Likert-type scale assesses the degree to which a person expresses enjoyment in watching TV commercials.
This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.
Four, five-point Likert-type statements are used to measure the extent that one expresses positive beliefs and affect toward TV commercials, particularly as it helps a user of a product feel connected to it.
This four-item, five-point Likert-type scale is intended to measure the degree to which a person believes that most TV commercials do not provide factual, accurate information about products.
This is a four-item, six-point Likert-like scale purported to measure the participants' impressions of the ad.
This is a two-item, seven-point Likert scale measures a person's image of companies based on the way women are portrayed in advertising.
This four-item, five-point, Likert-type scale is intended to measure the degree to which a person engages in multiple activities simultaneously. This behavior is referred to as polychronic time use. The statements in the scale are general and not activity specific.
A three-item, five-point semantic differential scale is used to measure a person's attitude toward a certain company.
