{"id":2331,"date":"2026-09-12T11:14:30","date_gmt":"2026-09-12T11:14:30","guid":{"rendered":"http:\/\/ashadocs.org\/scales\/sponsorship-promotion-creativity-spc-psychscales\/"},"modified":"2026-09-12T11:14:35","modified_gmt":"2026-09-12T11:14:35","slug":"sponsorship-promotion-creativity-spc-psychscales","status":"publish","type":"psych_scale","link":"https:\/\/ashadocs.org\/?psych_scale=sponsorship-promotion-creativity-spc-psychscales","title":{"rendered":"\u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0631\u0639\u0627\u064a\u0629 (SPC) | PsychScales"},"content":{"rendered":"<p>\u0634\u0647\u062f\u062a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0639\u0627\u0635\u0631 \u062a\u062d\u0648\u0644\u0627\u064b \u062c\u0630\u0631\u064a\u0627\u064b \u0641\u064a \u0641\u0644\u0633\u0641\u0629 \u0627\u0644\u0631\u0639\u0627\u064a\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u061b 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\u0644\u0644\u0623\u0628\u062d\u0627\u062b<\/h3>\n<p>\u064a\u0648\u0641\u0631 \u0627\u0644\u0627\u0646\u062f\u0645\u0627\u062c \u0627\u0644\u0645\u0646\u0647\u062c\u064a \u0644\u0645\u0642\u064a\u0627\u0633 SPC \u0636\u0645\u0646 \u0645\u0646\u0635\u0629 <a href=\"https:\/\/psychscales.org\" target=\"_blank\" rel=\"noopener noreferrer\">PsychScales<\/a> \u0645\u064a\u0632\u0629 \u0627\u0633\u062a\u062b\u0646\u0627\u0626\u064a\u0629 \u0644\u0639\u0644\u0645\u0627\u0621 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0633\u0644\u0648\u0643\u064a\u0629 \u0648\u062e\u0628\u0631\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0641\u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0648\u0635\u0648\u0644 \u0627\u0644\u0645\u0641\u062a\u0648\u062d \u0648\u0627\u0644\u0645\u0648\u062b\u0642 \u0644\u0623\u0643\u062b\u0631 \u0645\u0646 2383 \u0645\u0642\u064a\u0627\u0633\u0627\u064b \u0633\u064a\u0643\u0648\u0645\u062a\u0631\u064a\u0627\u064b \u0645\u062a\u062e\u0635\u0635\u0627\u064b\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0628\u0627\u062d\u062b\u064a\u0646 \u062f\u0645\u062c \u0645\u0642\u064a\u0627\u0633 SPC \u0628\u0633\u0644\u0627\u0633\u0629 \u0645\u0639 \u0645\u0642\u0627\u064a\u064a\u0633 \u0623\u062e\u0631\u0649 \u0645\u0643\u0645\u0644\u0629 \u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0633\u0628\u0628\u064a\u0629 \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0641\u064a \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0648\u0646\u0638\u0631\u064a\u0627\u062a \u0627\u0644\u0627\u062a\u0635\u0627\u0644 \u0627\u0644\u0625\u0642\u0646\u0627\u0639\u064a.<\/p>\n<p>\u064a\u062a\u064a\u062d \u0647\u0630\u0627 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0631\u0628\u0637 \u0628\u064a\u0627\u0646\u0627\u062a \u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0645\u0628\u0627\u0634\u0631\u0629 \u0645\u0639 \u0645\u0642\u0627\u064a\u064a\u0633 \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0646\u062d\u0648 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 (Brand Attitude)\u060c \u0648\u062a\u0642\u064a\u064a\u0645 \u0645\u0635\u062f\u0627\u0642\u064a\u0629 \u0627\u0644\u0631\u0627\u0639\u064a\u060c \u0648\u0642\u064a\u0627\u0633 \u0646\u0648\u0627\u064a\u0627 \u0627\u0644\u0634\u0631\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 (Purchase Intentions). \u062a\u0648\u0635\u064a \u0623\u0641\u0636\u0644 \u0627\u0644\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629 \u0627\u0644\u0645\u062a\u0628\u0639\u0629 \u0641\u064a \u0627\u0644\u0628\u062d\u0648\u062b \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0628\u062a\u0637\u0628\u064a\u0642 \u0645\u0642\u064a\u0627\u0633 SPC \u062c\u0646\u0628\u0627\u064b \u0625\u0644\u0649 \u062c\u0646\u0628 \u0645\u0639 \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u0639\u0635\u0628\u064a \u0645\u062b\u0644 \u062a\u062a\u0628\u0639 \u062d\u0631\u0643\u0629 \u0627\u0644\u0639\u064a\u0646 (Eye-Tracking) \u0648\u0627\u062e\u062a\u0628\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0627\u0644\u062c\u0644\u062f\u064a\u0629 \u0644\u062a\u0643\u0648\u064a\u0646 \u0635\u0648\u0631\u0629 \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u062a\u062c\u0645\u0639 \u0628\u064a\u0646 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0630\u0627\u062a\u064a \u0627\u0644\u0645\u0643\u062a\u0648\u0628 \u0648\u0631\u062f\u0648\u062f \u0627\u0644\u0623\u0641\u0639\u0627\u0644 \u0627\u0644\u0641\u0633\u064a\u0648\u0644\u0648\u062c\u064a\u0629 \u0627\u0644\u0644\u062d\u0638\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u062f\u0642\u0629 \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0641\u0627\u0639\u0644\u064a\u0629 \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629.<\/p>\n<h2>4. \u0627\u0644\u0623\u062b\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0642\u064a\u0627\u0633 \u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0641\u064a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/h2>\n<h3>4.1 \u062a\u0639\u0638\u064a\u0645 \u0627\u0644\u0639\u0627\u0626\u062f \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0631\u0639\u0627\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/h3>\n<p>\u062a\u0628\u062a\u0644\u0639 \u0635\u0641\u0642\u0627\u062a \u0627\u0644\u0631\u0639\u0627\u064a\u0629 \u0633\u0646\u0648\u064a\u0627\u064b \u0645\u0626\u0627\u062a \u0627\u0644\u0645\u0644\u064a\u0627\u0631\u0627\u062a \u0645\u0646 \u0627\u0644\u062f\u0648\u0644\u0627\u0631\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u060c \u0625\u0644\u0627 \u0623\u0646 \u0627\u0644\u0641\u0634\u0644 \u0641\u064a \u062a\u0641\u0639\u064a\u0644 \u0647\u0630\u0647 \u0627\u0644\u0631\u0639\u0627\u064a\u0627\u062a \u0628\u0623\u0633\u0644\u0648\u0628 \u0645\u0628\u062f\u0639 \u064a\u062d\u0648\u0644 \u062c\u0632\u0621\u0627\u064b \u0643\u0628\u064a\u0631\u0627\u064b \u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0645\u064a\u0632\u0627\u0646\u064a\u0627\u062a \u0625\u0644\u0649 \u0646\u0641\u0642\u0627\u062a \u063a\u0627\u0631\u0642\u0629 \u0644\u0627 \u062a\u062d\u0642\u0642 \u0623\u064a \u0639\u0627\u0626\u062f \u0645\u0644\u0645\u0648\u0633. \u0647\u0646\u0627 \u064a\u0628\u0631\u0632 \u0627\u0644\u062f\u0648\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0645\u0642\u064a\u0627\u0633 SPC \u0643\u0623\u062f\u0627\u0629 \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u062a\u0646\u0634\u064a\u0637\u064a\u0629 \u0645\u0633\u0628\u0642\u0627\u064b (Pre-testing) \u0641\u064a \u0645\u062c\u0645\u0648\u0639\u0627\u062a \u062a\u0631\u0643\u064a\u0632 \u0648\u062a\u062c\u0627\u0631\u0628 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0645\u0635\u063a\u0631\u0629 \u0642\u0628\u0644 \u0636\u062e \u0627\u0644\u0645\u064a\u0632\u0627\u0646\u064a\u0627\u062a \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629 \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0645\u064a\u0629 \u0627\u0644\u0636\u062e\u0645\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629.<\/p>\n<p>\u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u0645\u0633\u0628\u0642 \u0644\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u064a \u062a\u062e\u0641\u064a\u0641 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u0644\u0634\u0631\u0627\u0643\u0627\u062a \u0627\u0644\u062c\u0631\u064a\u0626\u0629 \u0648\u063a\u064a\u0631 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629\u061b \u0641\u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u0639\u0649 \u0625\u0644\u0649 \u0643\u0633\u0631 \u0627\u0644\u062c\u0645\u0648\u062f \u0648\u0627\u062e\u062a\u0631\u0627\u0642 \u0642\u0637\u0627\u0639\u0627\u062a \u063a\u064a\u0631 \u0645\u0623\u0644\u0648\u0641\u0629 \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0624\u0634\u0631\u0627\u062a SPC \u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u0623\u0646 \u0627\u0644\u0641\u0643\u0631\u0629 \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a\u0629 \u0644\u0646 \u062a\u064f\u0641\u0647\u0645 \u0628\u0634\u0643\u0644 \u062e\u0627\u0637\u0626 \u0623\u0648 \u062a\u064f\u0631\u0641\u0636 \u0645\u0646 \u0627\u0644\u062c\u0645\u0647\u0648\u0631\u060c \u0628\u0644 \u0633\u062a\u062d\u062f\u062b \u0627\u0644\u0623\u062b\u0631 \u0627\u0644\u0625\u064a\u062c\u0627\u0628\u064a \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641. \u064a\u0624\u062f\u064a \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0627\u0644\u0645\u0631\u062a\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0644\u0629 \u0625\u0644\u0649 \u062a\u0639\u0638\u064a\u0645 \u0627\u0644\u0639\u0627\u0626\u062f \u0627\u0644\u0645\u0627\u0644\u064a \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 (ROI) \u0648\u0628\u0646\u0627\u0621 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u062a\u0639\u0635\u0645 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0645\u0646 \u0627\u0644\u0647\u0628\u0648\u0637 \u0625\u0644\u0649 \u0647\u0627\u0648\u064a\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f \u0648\u0627\u0644\u0646\u0633\u064a\u0627\u0646.<\/p>\n<h3>4.2 \u062a\u062d\u0633\u064a\u0646 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0648\u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641<\/h3>\n<p>\u0648\u0641\u0642\u0627\u064b \u0644\u0646\u0638\u0631\u064a\u0629 \u0627\u062d\u062a\u0645\u0627\u0644\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0630\u0647\u0646\u064a\u0629 (<a href=\"https:\/\/en.wikipedia.org\/wiki\/Elaboration_likelihood_model\" target=\"_blank\" rel=\"noopener noreferrer\">Elaboration Likelihood Model<\/a>)\u060c \u064a\u0645\u064a\u0644 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u0648\u0646 \u0625\u0644\u0649 \u062a\u062c\u0627\u0647\u0644 \u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0631\u0648\u062a\u064a\u0646\u064a\u0629 \u0648\u0645\u0639\u0627\u0644\u062c\u062a\u0647\u0627 \u0639\u0628\u0631 \u0627\u0644\u0645\u0633\u0627\u0631 \u0627\u0644\u0647\u0627\u0645\u0634\u064a \u0627\u0644\u0633\u0637\u062d\u064a\u060c \u0648\u0647\u0648 \u0645\u0627 \u064a\u0642\u0644\u0644 \u0645\u0646 \u0627\u062d\u062a\u0645\u0627\u0644\u064a\u0629 \u062a\u0630\u0643\u0631\u0647\u0627 \u0644\u0627\u062d\u0642\u0627\u064b. \u0644\u0643\u0646 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0627\u0644\u0625\u0628\u062f\u0627\u0639\u064a \u0644\u0644\u0631\u0639\u0627\u064a\u0629 \u0627\u0644\u0630\u064a \u064a\u0633\u062c\u0644 \u062f\u0631\u062c\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0639\u0644\u0649 \u0645\u0642\u064a\u0627\u0633 SPC \u064a\u064f\u062c\u0628\u0631 \u0627\u0644\u062f\u0645\u0627\u063a \u0639\u0644\u0649 \u062a\u0641\u0639\u064a\u0644 &#8220;\u0627\u0644\u0645\u0633\u0627\u0631 \u0627\u0644\u0645\u0631\u0643\u0632\u064a&#8221; \u0627\u0644\u0639\u0645\u064a\u0642 \u0644\u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a\u060c \u0628\u0641\u0636\u0644 \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0641\u0627\u062c\u0623\u0629 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0645\u0636\u0645\u0646\u0629 \u0641\u064a \u0627\u0644\u0645\u062d\u062a\u0648\u0649.<\/p>\n<p>\u062a\u0633\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0630\u0647\u0646\u064a\u0629 \u0627\u0644\u0639\u0645\u064a\u0642\u0629 \u0641\u064a \u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u0627\u0644\u0639\u0627\u0628\u0631 \u0628\u0627\u0644\u0641\u0639\u0627\u0644\u064a\u0629 \u0623\u0648 \u0627\u0644\u0642\u0636\u064a\u0629 \u0625\u0644\u0649 \u0648\u0644\u0627\u0621 \u0648\u062c\u062f\u0627\u0646\u064a \u0639\u0645\u064a\u0642 \u0648\u0645\u0633\u062a\u062f\u0627\u0645 \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0631\u0627\u0639\u064a\u0629. \u0648\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0645\u0642\u064a\u0627\u0633 SPC\u060c \u064a\u0645\u0643\u0646 \u0644\u0641\u0631\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0635\u0642\u0644 \u0646\u0628\u0631\u0629 \u0627\u0644\u062e\u0637\u0627\u0628 \u0648\u062a\u0639\u062f\u064a\u0644 \u0627\u0644\u0628\u0635\u0631\u064a\u0627\u062a \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a\u0629 \u0628\u062f\u0642\u0629 \u0645\u062a\u0646\u0627\u0647\u064a\u0629\u060c \u0628\u0645\u0627 \u064a\u0636\u0645\u0646 \u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0625\u0634\u0631\u0627\u0643 \u0627\u0644\u0645\u062a\u0644\u0642\u064a \u0648\u062a\u062d\u0648\u064a\u0644\u0647 \u0645\u0646 \u0645\u062c\u0631\u062f \u0645\u0634\u0627\u0647\u062f \u0633\u0644\u0628\u064a \u0625\u0644\u0649 \u0633\u0641\u064a\u0631 \u0645\u062e\u0644\u0635 \u0648\u0645\u062f\u0627\u0641\u0639 \u0641\u0627\u0639\u0644 \u0639\u0646 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0641\u064a \u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0648\u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629.<\/p>\n<h2>\u062e\u0627\u062a\u0645\u0629<\/h2>\n<p>\u064a\u0645\u062b\u0644 \u0645\u0642\u064a\u0627\u0633 \u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0631\u0639\u0627\u064a\u0629 (SPC) \u0646\u0642\u0644\u0629 \u0646\u0648\u0639\u064a\u0629 \u0641\u064a \u0645\u0646\u0647\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0644\u0645\u064a\u060c \u062d\u064a\u062b \u064a\u0646\u062a\u0642\u0644 \u0628\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0631\u0639\u0627\u064a\u0627\u062a \u0645\u0646 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u062e\u0645\u064a\u0646 \u0648\u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0643\u0645\u064a\u0629 \u0627\u0644\u0633\u0637\u062d\u064a\u0629 \u0643\u0623\u0631\u0642\u0627\u0645 \u0627\u0644\u0645\u0634\u0627\u0647\u062f\u0627\u062a \u0648\u0645\u0631\u0627\u062a \u0627\u0644\u0638\u0647\u0648\u0631\u060c \u0625\u0644\u0649 \u0633\u0628\u0631 \u0623\u063a\u0648\u0627\u0631 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0646\u0641\u0633\u064a\u0629 \u0648\u0627\u0644\u0641\u0643\u0631\u064a\u0629 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643. \u0625\u0646 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0642\u064a\u0627\u0633 \u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0648\u062a\u0641\u0643\u064a\u0643 \u0623\u0628\u0639\u0627\u062f\u0647 \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u0631\u0639\u0627\u064a\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u062a\u0645\u0646\u062d \u0635\u0646\u0627\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 \u0628\u0648\u0635\u0644\u0629 \u062f\u0642\u064a\u0642\u0629 \u0644\u062a\u0635\u0645\u064a\u0645 \u062d\u0645\u0644\u0627\u062a \u062a\u062a\u0633\u0645 \u0628\u0627\u0644\u0623\u0635\u0627\u0644\u0629 \u0648\u0627\u0644\u0639\u0645\u0642 \u0648\u0627\u0644\u0641\u0627\u0639\u0644\u064a\u0629 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0641\u064a \u0622\u0646 \u0648\u0627\u062d\u062f.<\/p>\n<p>\u0648\u0645\u0639 \u062a\u0633\u0627\u0631\u0639 \u0648\u062a\u064a\u0631\u0629 \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0638\u0647\u0648\u0631 \u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0648\u0627\u0642\u0639 \u0627\u0644\u0627\u0641\u062a\u0631\u0627\u0636\u064a \u0648\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0627\u0644\u062a\u0648\u0644\u064a\u062f\u064a\u060c \u0633\u062a\u0632\u062f\u0627\u062f \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0645\u0642\u0627\u064a\u064a\u0633 \u0627\u0644\u0633\u064a\u0643\u0648\u0645\u062a\u0631\u064a\u0629 \u0627\u0644\u0645\u0642\u0646\u0646\u0629 \u0627\u0644\u0645\u062a\u0648\u0641\u0631\u0629 \u0639\u0628\u0631 \u0645\u0646\u0635\u0627\u062a \u0645\u062b\u0644 <em>PsychScales<\/em> \u0644\u0645\u0648\u0627\u0643\u0628\u0629 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0641\u064a \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a. \u0625\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0641\u0643\u0631\u0629 \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u0628\u062a\u0643\u0631\u0629 \u0648\u0642\u064a\u0627\u0633\u0647\u0627 \u0645\u0646\u0647\u062c\u064a\u0627\u064b \u0644\u064a\u0633 \u062a\u0631\u0641\u0627\u064b \u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0627\u064b\u060c \u0628\u0644 \u0647\u0648 \u0627\u0644\u0631\u0643\u064a\u0632\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u0645\u0646 \u0644\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0628\u0642\u0627\u0621 \u0641\u064a \u0635\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0634\u0647\u062f\u060c \u0648\u062a\u062d\u0642\u064a\u0642 \u0634\u0631\u0627\u0643\u0627\u062a \u062a\u0644\u0647\u0645 \u0627\u0644\u062c\u0645\u0627\u0647\u064a\u0631 \u0648\u062a\u0635\u0646\u0639 \u0642\u064a\u0645\u0629 \u062d\u0642\u064a\u0642\u064a\u0629 \u062a\u062f\u0648\u0645 \u0637\u0648\u064a\u0644\u0627\u064b.<\/p>\n<h2>13. \u0641\u0642\u0631\u0627\u062a \u0627\u0644\u0645\u0642\u064a\u0627\u0633 (Scale Items)<\/h2>\n<div class=\"wpt-scale-items-container\" style=\"background:#ffffff; border:1px solid #e2e8f0; border-radius:12px; margin:28px 0; overflow:hidden; box-shadow:0 4px 12px rgba(0,0,0,0.03);\">\n<div class=\"wpt-scale-notice\" style=\"direction:rtl; text-align:right; background:#f8fafc; border-bottom:1px solid #e2e8f0; padding:14px 20px; font-size:13.5px; color:#475569; font-weight:500;\">\n    \u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0646\u0635 \u0641\u0642\u0631\u0627\u062a \u0627\u0644\u0645\u0642\u064a\u0627\u0633 \u0628\u0644\u063a\u062a\u0647\u0627 \u0627\u0644\u0623\u0635\u0644\u064a\u0629 \u0643\u0645\u0627 \u0648\u0631\u062f\u062a \u0641\u064a \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0642\u064a\u0627\u0633\u064a\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u062f\u0648\u0646 \u0623\u064a \u062a\u0639\u062f\u064a\u0644 \u0623\u0648 \u062a\u0631\u062c\u0645\u0629 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0635\u062f\u0642 \u0623\u062f\u0627\u0629 \u0627\u0644\u0642\u064a\u0627\u0633 \u0648\u062b\u0628\u0627\u062a\u0647\u0627:\n  <\/div>\n<div class=\"wpt-scale-english-box\" style=\"direction:ltr; text-align:left; padding:20px 24px; font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif; font-size:14.5px; color:#1e293b; line-height:1.7;\">\n<div class=\"wpt-scale-instructions\" style=\"background:#f1f5f9; border-left:4px solid #64748b; border-radius:0 8px 8px 0; padding:12px 16px; margin-bottom:16px; font-size:13.5px; color:#334155;\">\n      <strong style=\"color:#0f172a;\">Instructions \/ Directions:<\/strong> Please evaluate the sponsorship promotion\/advertisement you just viewed using the following scales:\n    <\/div>\n<div class=\"wpt-scale-response-format\" style=\"background:#eff6ff; border-left:4px solid #3b82f6; border-radius:0 8px 8px 0; padding:12px 16px; margin-bottom:14px; font-size:13.5px; color:#1e40af;\">\n      <span class=\"arabpsy-eq\" dir=\"ltr\"><strong style=\"color:#1e3a8a;\">Response Scale:<\/strong> 7-point semantic differential scale (e.g., 1 = Not at all creative to 7 = Very creative)<\/span>\n    <\/div>\n<div class=\"wpt-scale-item-row\" style=\"background:#ffffff; border:1px solid #e2e8f0; border-radius:8px; padding:12px 16px; margin-bottom:10px; display:flex; align-items:flex-start; gap:12px; box-shadow:0 1px 2px rgba(0,0,0,0.02);\">\n  <span style=\"display:inline-flex; align-items:center; justify-content:center; min-width:28px; height:28px; background:#2563eb; color:#ffffff; font-weight:700; font-size:12.5px; border-radius:50%; flex-shrink:0; margin-top:1px;\">1<\/span><\/p>\n<div style=\"flex:1; color:#0f172a; font-size:14.5px; font-weight:500; line-height:1.6;\">Not at all creative \/ Very creative<\/div>\n<\/div>\n<div class=\"wpt-scale-item-row\" style=\"background:#ffffff; border:1px solid #e2e8f0; border-radius:8px; padding:12px 16px; margin-bottom:10px; display:flex; align-items:flex-start; gap:12px; box-shadow:0 1px 2px rgba(0,0,0,0.02);\">\n  <span style=\"display:inline-flex; align-items:center; justify-content:center; min-width:28px; height:28px; background:#2563eb; color:#ffffff; font-weight:700; font-size:12.5px; border-radius:50%; flex-shrink:0; margin-top:1px;\">2<\/span><\/p>\n<div style=\"flex:1; color:#0f172a; font-size:14.5px; font-weight:500; line-height:1.6;\">Not at all clever \/ Very clever<\/div>\n<\/div>\n<div class=\"wpt-scale-item-row\" style=\"background:#ffffff; border:1px solid #e2e8f0; border-radius:8px; padding:12px 16px; margin-bottom:10px; display:flex; align-items:flex-start; gap:12px; box-shadow:0 1px 2px rgba(0,0,0,0.02);\">\n  <span style=\"display:inline-flex; align-items:center; justify-content:center; min-width:28px; height:28px; background:#2563eb; color:#ffffff; font-weight:700; font-size:12.5px; border-radius:50%; flex-shrink:0; margin-top:1px;\">3<\/span><\/p>\n<div style=\"flex:1; color:#0f172a; font-size:14.5px; font-weight:500; line-height:1.6;\">Not at all original \/ Very original<\/div>\n<\/div><\/div>\n<\/div>\n<h2>References<\/h2>\n<ul>\n<li>Cornwell, T. B. (2014). <em>Sponsorship in marketing: Effectively using the growth sports, arts, culture, and causes<\/em>. Routledge. https:\/\/doi.org\/10.4324\/9781315883830<\/li>\n<li>Madrigal, R., &#038; King, M. (2017). Sponsorship promotion creativity: The role of creative congruence in evaluating incongruent sponsor-event partnerships. <em>Journal of Advertising<\/em>, 46(3), 393\u2013407. https:\/\/doi.org\/10.1080\/00913367.2017.1334250<\/li>\n<li>Petty, R. E., &#038; Cacioppo, J. T. (1986). The Elaboration Likelihood Model of persuasion. <em>Advances in Experimental Social Psychology<\/em>, 19, 123\u2013205. https:\/\/doi.org\/10.1016\/S0065-2601(08)60214-2<\/li>\n<li>Speed, R., &#038; Thompson, P. (2000). Determinants of sports sponsorship response. <em>Journal of the Academy of Marketing Science<\/em>, 28(2), 226\u2013238. https:\/\/doi.org\/10.1177\/0092070300282004<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u062f\u0644\u064a\u0644 \u0634\u0627\u0645\u0644 \u062d\u0648\u0644 \u0645\u0642\u064a\u0627\u0633 \u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0631\u0639\u0627\u064a\u0629 (SPC) \u0648\u062f\u0648\u0631\u0647 \u0641\u064a \u062a\u0642\u064a\u064a\u0645 \u0645\u062f\u0649 \u0627\u0628\u062a\u0643\u0627\u0631 \u0648\u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0634\u0631\u0627\u0643\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0648\u062a\u0623\u062b\u064a\u0631\u0647\u0627 \u0639\u0644\u0649 \u0625\u062f\u0631\u0627\u0643 \u0648\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","categories":[8950,8951],"tags":[8953,8943,8955,8952,8954],"class_list":["post-2331","psych_scale","type-psych_scale","status-publish","hentry","category-8950","category-8951","tag-psychscales","tag-spc","tag-8955","tag-8952","tag-8954"],"_links":{"self":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/psych_scale\/2331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/psych_scale"}],"about":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/types\/psych_scale"}],"author":[{"embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2331"}],"version-history":[{"count":0,"href":"https:\/\/ashadocs.org\/index.php?rest_route=\/wp\/v2\/psych_scale\/2331\/revisions"}],"wp:attachment":[{"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ashadocs.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}