Attitude Toward the Ad (Humorous)
This is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.
View ArticleAttitude Toward the Ad (Irritating)
A three-item, nine-point Likert-type scale is used in measuring the degree to which a person indicates that a commercial was annoying and unenjoyable.
View ArticleAdvertising Avoidance (Radio)
The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid listening to radio commercials.
View ArticleAd Message Involvement (Processing Effort)
The scale appears to measure how much a person reports actively processing a stimulus s/he has been exposed to.
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