Attitude Toward the Advertiser

What it measures

A multiple-item Likert-type scale designed to measure attitude toward the sponsor of a website.

Response format

7-point Likert scale

Scale items

• good / bad
• pleasant / unpleasant
• favorable / unfavorable
• positive / negative
• reputable / not reputable
• dislike the advertiser a lot / like the advertiser a lot

Full scale items shown. Always cite the original source when using this scale in research.

Citation

Lohse, Gerald L. and Dennis L. Rosen (2001), “Signaling Quality and Credibility in Yellow Pages Adverting: The Influence of Color and Graphics on Choice,” Journal of Advertising, 30 (2), 73-85.

Keywords