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, psycho

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands