Scales

Ad Trust (Affect) (AT)

A psychometric review and academic analysis of the Ad Trust (Affect) scale, a core subscale...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Message Involvement (AMI)

Comprehensive academic overview of the Ad Message Involvement (AMI) scale developed by Smith, Chen, and...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Format Beliefs (Annoyance) (AFB)

The Ad Format Beliefs (Annoyance) (AFB) scale is a 4-item unipolar instrument developed by Kelli...

September 16, 2026 • Dr. Mohammed Looti
Scales

Positive Word-of-Mouth Behaviour (PWOMB)

The Positive Word-of-Mouth Behaviour (PWOMB) scale, developed by Brown, Barry, Dacin, and Gunst (2005), is...

September 16, 2026 • Dr. Mohammed Looti
Scales

Online Store Usefulness Perception (OSUP)

A comprehensive psychometric guide to the Online Store Usefulness Perception (OSUP) scale, adapted from Davis's...

September 16, 2026 • Dr. Mohammed Looti
Scales

Website Behavioural Intention (WBI)

Comprehensive academic guide and psychometric analysis of the Website Behavioural Intention (WBI) scale developed by...

September 16, 2026 • Dr. Mohammed Looti