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Attitude Toward the Ad (Empathy)

A nine-item, six-point Likert scale is used to measure a consumer's attitude toward an ad with an emphasis on the extent to which he/she relates to it personally.

Key Words

advertising, irritation, personal, empathy, appropriateness, reality

Newest Scale Reviews

Communication Skills of the Salesperson

How well a customer believes that a salesperson expresses him/herself is measured in this scale... read more »

Customer Orientation of the Salesperson

The scale is composed of four, seven-point Likert-type items that measure how much a customer... read more »

Salesperson's Attention to the Customer

Six, seven-point items measure how much a customer feels that a particular employee, such as a... read more »

Satisfaction with the Salesperson

How satisfied a customer is with a salesperson, particularly with respect to the producs and... read more »

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