Scales
Advertising Scepticism Scale (SKEP)
A comprehensive academic psychometric profile of the Advertising Scepticism Scale (SKEP) developed by Carl Obermiller...
# Consumer Psychology
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Scales
Sponsorship Authenticity Scale (SAS)
The Sponsorship Authenticity Scale (SAS) is a 15-item psychometric instrument measuring consumer perceptions of brand...
Scales
Price Sensitivity Meter (PSM)
A comprehensive academic analysis of Peter van Westendorp's Price Sensitivity Meter (PSM), detailing its psychometric...
Scales
Brand Equity Scale (BE-Yoo)
A comprehensive psychometric guide to the Brand Equity Scale (BE-Yoo) developed by Boonghee Yoo and...
Scales
Attitude Toward the Ad Scale (Aad)
The Attitude Toward the Ad Scale (Aad) is an essential 3-item semantic differential instrument measuring...
Scales
Hedonic and Utilitarian Attitudes Scale
A comprehensive academic guide to the Hedonic and Utilitarian Attitudes Scale (HUTA), covering its theoretical...
Scales
Perceived Value Scale (PERVAL)
The Perceived Value Scale (PERVAL), developed by Jillian C. Sweeney and Geoffrey N. Soutar, is...
Experiments
The That’s Not All Technique Experiment – Jerry Burger
A comprehensive academic examination of Jerry Burger's seminal 1986 study on the That's-Not-All compliance technique,...