Attitude Toward the Brand of Beer (Cognitive)

What it measures

A multiple-item likert scale designed to measure a person’s evaluation of a beer's attributes having to do with the utilitarian and/or physical nature of the product.

Response format

7-point Likert scale

Scale items

• has a long-lasting head
• is a good buy for the money
• is made of the finest ingredients
• is not bitter
• has few calories
• is thirst-quenching
• is nutritious
• is healthy
• has a strong taste
• all natural
• has fruit flavoring
• is cheap
• The first five items were used in Study 1. Items #6 - #10 were used in the second pretest before Study 2. Items #3 - #5, #6 - #9, #11 and #12 were used in Study

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

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Homer, Pamela M. (2006), “Relationships Among Ad-Induced Affect, Beliefs, and Attitudes: Another Look,” Journal of Advertising, 35 (Spring), 35-51.

Keywords