Scales

Comparative Brand Attitude Scale (CBAS)

An in-depth academic examination of the Comparative Brand Attitude Scale (CBAS), developed by Barone and...

September 12, 2026 • Dr. Mohammed Looti
Scales

Perceived Ad Personalization Scale (PAPS)

The Perceived Ad Personalization Scale (PAPS) is a validated 3-item psychometric measure designed to evaluate...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Relevance Scale (ARS)

A psychometric review of the Ad Relevance Scale (ARS), developed by Smith et al. (2007)...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Visual Liveliness Scale (AVLS)

Comprehensive academic overview of the Ad Visual Liveliness Scale (AVLS) developed by Jin Kim and...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Informativeness Scale (AIS)

The Ad Informativeness Scale (AIS) is an academic psychometric tool developed by Kim and Lakshmanan...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Divergence Scale (ADS)

A comprehensive academic guide to the Ad Divergence Scale (ADS), measuring consumer perceptions of advertising...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Visual Appeal Scale (AVAS)

The Ad Visual Appeal Scale (AVAS), operationalized by Kim and Lakshmanan (2015), measures consumer perceptions...

September 12, 2026 • Dr. Mohammed Looti
Scales

Celebrity Image Salience Scale

The Celebrity Image Salience Scale (CISS) is a psychometric tool developed by Jonathan Hasford, David...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Message Attention Scale

The Ad Message Attention Scale (AMAS) measures focal cognitive attention and mental elaboration allocated specifically...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Attention and Absorption Scale

A comprehensive academic guide to the Ad Attention and Absorption Scale (AAAS) developed by Kim...

September 12, 2026 • Dr. Mohammed Looti