The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Attitude Toward TV Advertising (Deceptive)
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.
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