Scales
Fit (Brand/Endorser) (FIT)
A comprehensive academic analysis of the Fit (Brand/Endorser) (FIT) scale, a 3-item semantic differential psychometric...
Advertising Research
33 results
Scales
Comparison Valence of the Ad (CVOT)
Comprehensive psychometric review of the Comparison Valence of the Ad (CVOT) scale developed by Chung-Chau...
Scales
Attitude Toward the Brand in the Ad (ATTB)
A comprehensive psychometric overview of the Attitude Toward the Brand in the Ad (ATTB) scale,...
Scales
Attitude Toward the Ad’s Format (ATTA)
A comprehensive psychometric review of the Attitude Toward the Ad's Format (ATTA) scale developed by...
Scales
Attitude Toward the Ad (Uniqueness) (ATTA)
Comprehensive academic profile and psychometric evaluation of the Attitude Toward the Ad (Uniqueness) (ATTA) scale...
Scales
Attitude Toward the Ad (Transformative)
The Attitude Toward the Ad (Transformative) scale, developed by Christopher P. Puto and William D....
Scales
Attitude Toward the Ad (Overall) (ATTA)
A comprehensive academic analysis and psychometric profile of the Attitude Toward the Ad (Overall) (ATTA)...
Scales
Attitude Toward the Ad (Entertaining) (ATTA)
A comprehensive psychometric review of John L. Lastovicka's Attitude Toward the Ad (Entertaining) (ATTA) subscale,...
Scales
Affective Response to the Ad (Anxiety) (ARTT)
A comprehensive psychometric guide to the Affective Response to the Ad (Anxiety) scale (ARTT) developed...
Scales
Ad Message Involvement (Processing Effort) (AMI)
Comprehensive academic psychometric review of the Ad Message Involvement (Processing Effort) (AMI) scale developed by...
Scales
Interest in Advertisements (INTADS)
A comprehensive psychometric review of the Interest in Advertisements (INTADS) scale, measuring anticipatory curiosity and...
Scales
Ad Element Congruence (ADECONG)
The Ad Element Congruence (ADECONG) scale is a 5-item psychometric measurement tool developed by Susan...