Hemispheric Orientation
A seven-item, seven-point semantic differential scale used in measuring a person's tendency to rely more on the functions associated with one brain hemisphere than on those associated with the
View ArticleNormative Evaluation
Ten, five-point semantic differentials measure a consumer's judgment of the appropriateness of engaging in some specified act.
View ArticleAppeal Type (Emotional/Rational)
Four, bipolar adjectives are purported to measure a person's opinion of the type of appeal being used by the source of a message, varying from emotional at one extreme to rational at the other.
View ArticleAbsurdity of the Ad
The scale is composed of seven, seven-point uni-polar items used to measure a person's belief that a certain ad is bizarre and irrational.
View ArticleAttitude Toward the Ad (Cognitive)
Multiple semantic differentials are used to assess the degree to which an ad (or the message portion of it) is viewed as being rational and useful.
View ArticleJustifiability of the Decision
The scale is composed of three statements measuring the extent to which a person believes a decision that has been made makes sense and is easy to support.
View ArticleAttitude Toward the Ad (Creativeness)
Fifteen, seven-point semantic differentials are used to measure the degree to which an advertisement is viewed as being original, well-made, and logical.
View ArticleSituation-Specific Thinking Style (Rational)
Ten, five point Likert-like items are used in this scale to measure the degree to which a person who has recently engaged in a certain task describes his/her processing of information to have been
View ArticlePersonal Cultural Orientation (Masculinity)
The degree to which a person believes that males are generally characterized by greater physical strength and ambition than females is measured with five, seven-point Likert-type items.
View ArticleAttitude Toward the Article (Clarity)
Four questions with seven-point semantic differential responses are used to measure how well written and easy-to-understand an article was. One of the items refers to “arguments,”
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