Scales
Involvement in the Message (Motivation) (IITM)
A comprehensive psychometric overview of the Involvement in the Message (Motivation) (IITM) scale developed by...
# Advertising Measurement
3 results
Scales
Affective Response to the Ad (Guilt) (ARTT)
The Affective Response to the Ad (Guilt) (ARTT) scale is a 3-item unipolar psychometric instrument...
September 17, 2026
•
Dr. Mohammed Looti
Scales
Ad Message Concrete Construal Level
The Ad Message Concrete Construal Level (AMCL-C) scale is a 3-item psychometric instrument designed to...
September 12, 2026
•
Dr. Mohammed Looti