Scales

Ad Believability (ADBEL)

A comprehensive academic guide to the Ad Believability Scale (ADBEL) by Richard F. Beltramini (1982),...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad-Evoked Approval Affect (AEAA)

The Ad-Evoked Approval Affect (AEAA) scale, developed by Bhat, Leigh, and Wardlow (1998), is a...

September 16, 2026 • Dr. Mohammed Looti
Scales

Talkaholic Scale (TAS)

An exhaustive psychometric overview of the Talkaholic Scale (TAS) developed by McCroskey and Richmond (1993),...

September 16, 2026 • Dr. Mohammed Looti
Scales

Source Credibility Measures

A comprehensive academic review of the Source Credibility Measures (McCroskey & Teven, 1999), examining the...

September 12, 2026 • Dr. Mohammed Looti
Scales

General Perceived Appropriateness

A comprehensive academic analysis of the General Perceived Appropriateness (GPA) scale, examining its theoretical foundations,...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Persuasiveness (APers)

The Ad Persuasiveness (APers) scale is a 4-item psychometric measure evaluating perceived message persuasiveness, cogency,...

September 12, 2026 • Dr. Mohammed Looti
Scales

Simultaneous Multi-Media Usage

Comprehensive academic overview of the Simultaneous Multi-Media Usage (SMMU) scale, evaluating its psychometric properties, theoretical...

September 12, 2026 • Dr. Mohammed Looti
Scales

Ad Persuasion Susceptibility (APS)

A comprehensive psychometric analysis of the Ad Persuasion Susceptibility (APS) scale developed by Chingching Chang...

September 12, 2026 • Dr. Mohammed Looti
Theories

Social Representations Theory – Serge Moscovici

A comprehensive academic analysis of Serge Moscovici's Social Representations Theory, exploring its epistemological foundations, mechanisms,...

September 12, 2026 • Dr. Mohammed Looti
Scales

Review Helpfulness Intent Scale (RWHI)

Comprehensive academic overview of the Review Helpfulness Intent Scale (RWHI), examining its psychometric properties, theoretical...

September 12, 2026 • Dr. Mohammed Looti
Scales

Perceived Review Quality Scale (RVHL)

The Perceived Review Quality Scale (RVHL) measures a reader's cognitive appraisal of online word-of-mouth utility,...

September 12, 2026 • Dr. Mohammed Looti