Scales
Interest in the Advertised Brand (IITA)
The Interest in the Advertised Brand (IITA) scale is a psychometrically validated three-item Likert instrument...
# Hierarchy of Effects
3 results
Scales
Attitude Toward the Ad (Receptiveness) (ATTA)
A comprehensive psychometric review of the Attitude Toward the Ad (Receptiveness) (ATTA) scale developed by...
Scales
Ad Message Involvement (AMI)
Comprehensive academic overview of the Ad Message Involvement (AMI) scale developed by Smith, Chen, and...