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Attitude toward the company in the ad.

Q1 – Q3
Peterson, R. A., Wilson, W. R., and Brown, S. P. (1992). Effects of advertised
customer satisfaction claims on consumer attitudes and purchase intention. Journal of
Advertising Research. 32. 2. 34 – 40.

IN:-
Bruner II., G. C. and Hensel, P. J. (1996). Marketing Scales Handbook. Vol. 11.
AMA. Chicago, USA.
pg. 830 – 831.

Q4 – Q5
Simard, L.; Taylor, D. M.; and Giles, H. (1976). Attribution processes and
interpersonal accommodation in a bilingual setting. Language and Speech. 19. 374 –
387.

The item scores are summed and then divided by 5, to form an average score of
attitude towards the company in the ad.

Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

1. The company in the advertisement is reputable.

2. The company in the advertisement is customer oriented.
3. The company in the advertisement is unique.
4. The advertiser was pressured to create the advertisement.
5. The advertiser placed great effort in making the advertisement.
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Attitude towards advert

Q1 – Q6
(Henthorne, LaTour, Nataraajan, 1993)

Henthorne, T. L., LaTour, M. S., and Nataraajan, R. (1993). Fear appeals in print
advertising: An analysis of arousal and ad response. Journal of Advertising. 22. 2. 59
– 69.
IN:-
Bruner II., G. C. and Hensel, P. J. (1996). Marketing Scales Handbook. Vol. 11.
AMA. Chicago, USA.
pg. 777 - 778.

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.

Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

28. The advertisement is good.

29. The advertisement is interesting.
30. The advertisement is informative.
31. The advertisement is appropriate.
32. The advertisement is easy to understand.
33. The advertisement is objective.
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Attitude towards brand in the ad

High scores on the scale indicated that respondents have a strong and directly related
brand choice.

(Gardner, 1985; Mitchell, 1986; Biehal, Stephens, and Curlo, 1992)

Biehal, G., Stephens, D., and Curlo, E. (1992). Attitude towards the ad and brand
choice. Journal of Advertising. 22. 3. 19 – 36.

Gardner, M. P. (1985). Does attitude to the ad affect brand attitude under a brand
evaluation set? Journal of Marketing Research. 22. (May). 192 – 198.

Mitchel, A. A. (1986). The effect of verbal and visual components of advertisements

on brand attitudes and attitude towards the advertisement. Journal of Consumer
Research. 13. 1. 12 – 24.

IN:-
Bruner II., G. C. and Hensel, P. J. (1996). Marketing Scales Handbook. Vol. 11.
AMA. Chicago, USA.
Pg. 828 - 829

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.

Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

1. The brand in the advertisement is good.

2. I like quite a lot the brand in the advertisement.
3. The brand in the advertisement is pleasant.
4. The brand in the advertisement is of good quality.

The item scores are summed and then divided by 4, to form an average score of
attitude towards the brand in the ad.

Brand preference
Costley, C. L. and Brucks, M. (1992). Selective Recall and information use in
consumer preferences. Journal of Consumer Research. 18. (March). 464 – 474.

Good brand
Like the brand
Would buy the brand
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Attitude towards product

(Maheswaran and Sternthal, 1990)

Maheswaran, D. and Sternthal, B. (1990). The effects of knowledge, motivation, and

type of message on ad processing and product judgements. Journal of Consumer
Research. 17 (June). 66 – 73.

High scores on the scale indicated that respondents view the product as being good if
not better than competing brands.

IN:-
Bruner II., G. C. and Hensel, P. J. (1996). Marketing Scales Handbook. Vol. 11.
AMA. Chicago, USA.
Pg. 77 - 78

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.

Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

1. The product is good.

2. The product is advanced.
3. The product is superior.
4. The product is as good as any competing brand.
5. The product is useful.
6. The product is of good value.

44. If I were looking to buy what was advertised here, I would

certainly buy the product/brand shown in the advertisement.
(a product I’ll try)

The item scores are summed and then divided by 7, to form an average score of
attitude towards the product.
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Corporate Credibility Scale (Newell)

Ernest:

Thanks for writing. I think the scale will work well in the study.

The corporate credibility scale has eight items and two dimensions; expertise and
trust. The scale can be combined to get an overall credibility rating and can be used
as two independent parts of corporate credibility. The scale is as follows:

Expertise:

1. The Start Products Company has great expertise.

2. The Start Products Company does not have much experience.
3. The Start Products Company is skilled in what they do.
4. The Start Products Company has a great amount of experience.

Trust:
5. The Start Products Company is honest.
6. The Start Products Company makes truthful claims.
7. I trust the Start Products Company.
8. I do not believe what the Start Products Company tells me.

The measure uses a seven point Likert-scale anchored by strongly disagree, strongly
agree

Strongly Strongly
Disagree Agree
1 2 3 4 5 6 7

Also, you might want to check our paper in Journal of Advertising that used this scale
to look at CC's effect on a number of other ad-related variables. Journal of
Advertising (2000), Fall 29(3), 43-54.

If you have any other questions, email me back.

Dr. Steve Newell

Newell, S. J. and Goldsmith, R. E. (2001). The development of a scale to

measure perceived corporate credibility. Journal of Business Research. 52. 235 – 247.
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Corporate image

Brendan Gray, ??? Unpublished Master’s thesis

Please circle the number that best describes your perception of One Cal Sdn Bhd
on each of the attributes listed below, where 1 = extremely negative to 7 =
extremely positive. Please place an ‘X’ if you don’t know.

Statement Level of
perception
(1 = extremely
negative to 7 =
extremely
positive, ‘X’ if
don’t know.

1. One Cal Sdn Bhd has excellent public image.

2. One Cal Sdn Bhd is extremely committed to customer
satisfaction
3. One Cal Sdn Bhd is extremely innovative.
4. One Cal Sdn Bhd is an excellent corporate citizen.
5. One Cal Sdn Bhd is extremely concerned with ecological issues.
6. One Cal Sdn Bhd staff is extremely professional.
7. One Cal Sdn Bhd products are excellent.
8. One Cal Sdn Bhd has an excellent reputation.
9. One Cal Sdn Bhd profits are extremely high.
10. One Cal Sdn Bhd is extremely honest and ethical.
11. One Cal Sdn Bhd is extremely reliable.
12. One Cal Sdn Bhd is an excellent employer.
13. One Cal Sdn Bhd ads are excellent.
14. One Cal Sdn Bhd is frequently mentioned in the news media.
15. News stories of One Cal Sdn Bhd are always positive.
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Emotions

Touchstone, E. E., Homer, P. M., and Koslow, S. (1999). Spanish language billboard
advertising in the US: Are there effects on Anglos? In Writing Business Genres,
Media and Discourses. Bargiela-Chiappini, F. and Nickerson, C. (Eds.). Pearson
Education Limited: Essex, UK. 257 – 272.

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.

Statement Level of
agreement
(1 = strongly
disagree to 7
= strongly
agree.)

1. This advertisement made me feel like a stranger in my own

country.
2. I felt uncomfortable seeing this advertisement.
3. Ibans obtain too many government services without paying for
them through taxes.
4. The government should eliminate all forms of public assistance to
Ibans.
5. Personally, I don’t feel comfortable with inter-marriages.
6. I prefer to socialize with those of my own race.
7. This advertisement was aimed at people like me.
8. This advertisement was not directed at me.
9. The advertiser wrote this ad to focus on me.
10. Sometimes, I think there are people in this country who would
like to make Iban the official language.
11. There is a serious threat that Iban may become the dominant
language in Sarawak.
12. At the rate things are going, Bahasa Malaysia speakers will soon
be a minority in Sarawak.

Emotions:
Alienation 1-2
Anger 3-4
Racism 5-6
Target of the ad 7-9
Threat 10 – 12

The item scores are summed and then divided by the number of questions, to form an
average score of each emotion.
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Table 7- Hedonic Value Scale Items and Dimensions

Items Dimensions
I enjoy being immersed in the shopping experience Escapism
I shop because I want to not because I have to Escapism
Shopping helps me forget my problems Escapism
This store is like an escape for me Escapism
I feel relaxed when I shop at this store Escapism
Shopping at this store makes me feel good as a person Escapism
I feel anxious when I shop at this store Comfort
I feel worried when I shop at this store Comfort
Table 8- Social Value Scale Items and Dimensions
Items Dimensions
I shop here because my family shops here Peer Influence
Shopping at this store was worth the money spent because everyone I know likes to
shop
here
Peer Influence
Shopping here was worth it because the staff is so friendly Peer Influence
Friends of mine love to shop at this store Peer Influence
It bothers me if other people disapprove of my choices. Social Conformity
My behavior often depends on how I feel others wish me to behave. Social
Conformity
It is important to me to fit in. Social Conformity
Table 9- Functional Value Scale Items and Dimensions
Items Dimensions
Shopping at this store was worth the time and effort Functionality
Shopping at this store is worth the money I spent because of the quality of goods I get
Functionality
Shopping here was worth it because the staff is so knowledgeable Functionality
This store always has the items I am looking for Functionality
I shop at this store because of the location Functionality
Shopping at this store was worth the effort because of the quality of goods I get
Functionality
Shopping at this store was worth the money spent because it was so much easier
Functionality
I am able to get in and out of this store quickly Functionality
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Purchase Decision Involvement: PDI

Mittal, 1989

Mittal, B. (1989). Measuring Purchase-Decision Involvement. Psychology &

Marketing. 6. Summer. 147 – 162.

The item scores are summed and then divided by 4, to form an average score of PDI.

PDI is defined as the extent of interest and concern that a consumer brings to bear
upon a purchase decision task. PDI is analogous to situational involvement and has
the purchase decision task as its goal object, and is considered a mindset, not a
response behavior.

Statement Rating
In selecting from many types and brands of soft drinks 1 2 3 4 5 6 7
available in the market, would you care as to which one you
bought? Where 1 = I would not care at all as to which one I
buy to 7 = I would care a great deal as to which one I buy.
Do you think that the various types and brands of soft drinks 1 2 3 4 5 6 7
available in the market are all very alike or are all very
different? Where 1 = They are all alike to 7 = They are all
different.
How important would it be to you to make a right choice of 1 2 3 4 5 6 7
soft drinks? Where 1 = Not at all important to 7 = Extremely
important.
In making your selection of soft drinks, how concerned 1 2 3 4 5 6 7
would you be about the outcome of your choice? Where 1 =
Not at all concerned to 7 = Very much concerned.

PG 166 and 167 Handbook of Marketing Scales.

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Purchase Intention

1. Purchase Intention

(Maheswaran and Sternthal, 1990)

Maheswaran, D. and Sternthal, B. (1990). The effects of knowledge, motivation, and
type of message on ad processing and product judgements. Journal of Consumer
Research. 17 (June). 66 – 73.

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.

Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

1. If I were looking to buy what was advertised here, I would

certainly buy the product/brand shown in the advertisement.

2. Purchase Intention (offensive ad)

Ford and LaTour (1993); Schlinger (1979), in

Ford, J. B. and LaTour, M. (1993). Differing reactions to female role portrayals in

advertising. Journal of Advertising Research. 33. 5. 43 – 52.

Schlinger, M. J. (1979). A profile of responses to commercials. Journal of Advertising

Research. 19. 2. 37 – 48.

IN:-
Bruner II., G. C. and Hensel, P. J. (1996). Marketing Scales Handbook. Vol. 11.
AMA. Chicago, USA.
pg. 801 – 802.

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.
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Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

1. I find the advertisement offensive, but I might still buy it as it

offers me benefits which I find attractive.
2. If I have used such a product as in the advertisement, and I find
that the advertisement campaign is offensive, I’ll discontinue using
the product.
3. Even though the advertisement is offensive for one product, I
will continue to purchase other products from the same company.

The item scores are summed and then divided by 3, to form an average score of PI
(Offensive ad).
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Rapport

Crook and Booth (1997) created a scale from three different measures; quality of
relationship (Gfeller et al, 1987); measure of perceived trust (Wheeless and Grotz,
1977); and measure of attraction (McCroskey and McCain, 1974).

The item scores are summed and then divided by 14, to form an average score of
Rapport.

Please write the appropriate number that indicates your level of agreement with
each statement, for the advertisement shown, where 1 = strongly disagree to 7 =
strongly agree.

Statement Level of
agreement
(1 = strongly
disagree to 7 =
strongly
agree.)

1. One Juice Sdn. Bhd. is dependable.

2. One Juice Sdn. Bhd. is honest.
3. One Juice Sdn. Bhd. is reliable.
4. One Juice Sdn. Bhd. is respectful.
5. One Juice Sdn. Bhd. is responsible.
6. One Juice Sdn. Bhd. is selfless.
7. One Juice Sdn. Bhd. is sincere.
8. One Juice Sdn. Bhd. is trustworthy.
9. One Juice Sdn. Bhd. is compatible.
10. One Juice Sdn. Bhd. is skillful.
11. One Juice Sdn. Bhd. is sensitive.
12. One Juice Sdn. Bhd. is likeable.
13. One Juice Sdn. Bhd. is caring.
14. One Juice Sdn. Bhd. is warm.