Measuring attitude toward the ad : a test of using arbitrary scales and "p < .05" criterion
Year of publication: |
2021
|
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Authors: | Li, Cong ; Ali, Khudejah |
Published in: |
International journal of market research. - Thousand Oaks, CA : Sage Publishing, ISSN 2515-2173, ZDB-ID 2066720-6. - Vol. 63.2021, 5, p. 620-634
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Subject: | attitude | attitude measure | attitude toward the ad | replicability crisis | scale length | scale point | Messung | Measurement | Meinung | Opinion | Skalenertrag | Returns to scale | Theorie | Theory | Konsumentenverhalten | Consumer behaviour |
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