Scales
Perceived Ad Message Relevance (PAMR)
A comprehensive academic analysis of the Perceived Ad Message Relevance (PAMR) scale developed by Russell...
Advertising Research
34 results
Scales
Sympathetic Response to Advertising Drama
The Sympathetic Response to Advertising Drama (SRAD) scale is a 5-item psychometric instrument developed by...
Scales
Ad Persuasiveness (APers)
The Ad Persuasiveness (APers) scale is a 4-item psychometric measure evaluating perceived message persuasiveness, cogency,...
Scales
Advertisement Interestingness (AI)
The Advertisement Interestingness (AI) scale is a 4-item, 7-point semantic differential instrument developed by Chen,...
Scales
Ad Gain-Loss Framing Perception (AGLFP)
A comprehensive psychometric review of the Ad Gain-Loss Framing Perception (AGLFP) scale developed by Baek...
Scales
Ad Message Concrete Construal Level
The Ad Message Concrete Construal Level (AMCL-C) scale is a 3-item psychometric instrument designed to...
Scales
Ad Visual Appeal Scale (AVAS)
The Ad Visual Appeal Scale (AVAS), operationalized by Kim and Lakshmanan (2015), measures consumer perceptions...
Scales
Behavioral Attitude Scale (BAS-Yoon)
A comprehensive academic analysis and psychometric profile of the Behavioral Attitude Scale (BAS-Yoon), evaluating construct...
Scales
Viewer Response Profile (VRP)
A comprehensive academic psychometric evaluation of the Viewer Response Profile (VRP), developed by Mary Jane...
Scales
Feelings Toward Ads Scale
An in-depth academic examination of the Feelings Toward Ads Scale (FTA) developed by Edell and...