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Ethnicity of the Person in the Ad

Using three, seven-point items, the scale measures the extent to which a viewer believes that a particular person in an advertisement belongs to an ethnic minority of the country.

Key Words

advertising, social, ethnicity, viewers, visual

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The copyrights for the books sold here as well as the individual scale reviews and the website itself are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used without permission but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.