Scales

Dark Narrative Transportation Scale

Comprehensive academic overview of the Dark Narrative Transportation Scale (DNTS), developed by Campbell, Sands, and...

September 27, 2026 • Dr. Mohammed Looti
Scales

Congruence (Self with the Brand’s Ad)

A comprehensive psychometric overview of the Congruence (Self with the Brand's Ad) scale, exploring its...

September 24, 2026 • Dr. Mohammed Looti
Scales

Perceived Ad Motivational Orientation

A psychometric evaluation of the Perceived Ad Motivational Orientation scale (Bauer & Johnson, 2023), assessing...

September 24, 2026 • Dr. Mohammed Looti
Scales

Perceived Ad Offensiveness

The Perceived Ad Offensiveness scale measures consumer responses to contentious, provocative, and norm-violating advertisements, capturing...

September 24, 2026 • Dr. Mohammed Looti
Scales

Perceived Ad Exaggeration

A comprehensive psychometric analysis of the Perceived Ad Exaggeration scale, covering its theoretical foundations, validity,...

September 24, 2026 • Dr. Mohammed Looti
Scales

Negative Affective Response to the Ad

An in-depth academic review of the Negative Affective Response to the Ad scale, examining its...

September 24, 2026 • Dr. Mohammed Looti
Scales

Ad Message Concreteness

An in-depth academic review of the Ad Message Concreteness scale, examining its theoretical roots in...

September 24, 2026 • Dr. Mohammed Looti
Scales

Similarity of Endorsers

A psychometric review of the Similarity of Endorsers Scale (Thomas & Fowler, 2021), a 3-item...

September 24, 2026 • Dr. Mohammed Looti
Scales

Product Purchase Interest (PPI-S)

A comprehensive psychometric guide to the Product Purchase Interest (PPI-S) scale, assessing consumer purchase intentions...

September 23, 2026 • Dr. Mohammed Looti