Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
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 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 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 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 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.
This is a four-item, six-point Likert-like scale purported to measure the participants' impressions of the ad.
