Measuring attitude toward the ad: A test of using arbitrary scales and “p < .05” criterion

Attitude toward the ad is an important construct frequently measured in advertising and marketing research.

Conceptualized as a collection of predispositions and remnants of prior experiences that motivate social behavior in human beings, the construct of attitude has been central to many research areas such as advertising, communication, marketing, psychology, and education (Ajzen, 2001; Krosnick et al., 2005). The core definition of attitude involves the evaluation of a particular object, referring to the relationship between that object and an evaluative category such as like-dislike, good-bad, and pleasant-unpleasant (Ajzen, 2001; Krosnick et al., 2005). Such an attitude object can be a concrete or an abstract target, such as a behavior, a person, an idea, or an...

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