This website enables users to collaborate with their colleagues to create an overview of common measures of media exposure and to catalog and discuss their applicability and measurement qualities including validity and reliability. Registration facilitates the building of our community and the acknowledgement of the contributions.
|Scale name||Advertising approach|
|Scale description||Measures consumers’ willingness to expose themselves to advertising in both traditional and new advertising formats. The first two items focus on the expected value of future advertising and the third on volitional intent.|