Measuring Attitude Toward The Ad: A Test Of Using Arbitrary Scales And "P < .05" Criterion

Attitude toward the ad is an important construct frequently measured in advertising and marketing research. However, it is somewhat ambiguous in regard to how to quantify attitude toward the ad with a numerical scale. This study examines the practice and effect of using arbitrary scales when measuring attitude toward the ad (i.e., 1-5, 1-7, 1-9, 0-10, and 0-100). A longitudinal experiment with thousands of adult participants (Time 1:n = 2,366, Time 2:n = 1,165) was conducted. The experimental results revealed that different scales, in general, will lead to consistent findings, but if the conventionalp < .05 criterion is used, the study conclusion may differ. Based on these findings, theoretical discussions and practical recommendations are provided.