Attitude Toward Advertising (Informative)
A person's opinion regarding the information value of advertising is measured using four, seven-point Likert-type items. As discussed further below, the items are phrased with respect to
View ArticleAttitude Toward Advertising (Entertaining)
The scale is composed of four, seven-point Likert-type items that measure one's beliefs about the hedonic value of advertising. As discussed further below, the items are phrased with resp
View ArticleAttitude Toward Advertising (Social Role)
Four, seven-point Likert-type items are used to measure a person's beliefs about advertising's ability to make one aware of social trends and what products will help one stay current.
View ArticleAttitude Toward Sex in the Media
A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.
View ArticleParental Media Mediation (Inconsistent Restrictive)
The scale uses four, five-point items to measure the degree to which an adolescent thinks his/her parents are inconsistent in their restriction of the time he/she can spend with television, movies,
View ArticleParental Media Mediation (Controlling Restrictive)
The scale has four, five-point items that measure what an adolescent thinks his/her parents would do if they did not want him/her to watch television, movies, or video games that contained too much
View ArticleParental Media Mediation (Autonomy-Supportive Restrictive)
Four, five-point items are used in this scale to measure an adolescent’s belief about what his/her parents would say if they did not want him/her to watch television, movies, or video games t
View ArticleParental Media Mediation (Autonomy-Supportive Active)
With four, five-point items, the scale measures an adolescent’s belief that his/her parents would care about he/she thought if they said some media content is unsuitable for children, e.g., t
View ArticleMulti-Media Usage in a Task
Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks. To be clear, the scale focuses on what a person did in a particu
View ArticlePermanence of the Medium’s Format
A person’s belief regarding the durability and stability of a medium’s format is measured with four, seven-point Likert-type items.
View ArticleBrand Familiarity
The degree to which a person is aware and knowledgeable of a brand is measured in this scale with three, semantic differentials.
View ArticleHispanic Acculturation in the U.S. (Media Use)
Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.
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