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Scale Reviews

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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Contextual Detail in Ads (Visual)

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person agrees that the visual elements of an advertisement contain informative details relevant to the consumption of a particular good or service.