An Examination of Three Multidimensional Profiles for Assessing Consumer Reactions to Advertisements
检验了三种广告反应量表（Wells、Leavitt、Schlinger）的维度结构和预测能力，发现Wells量表最稳定，Schlinger量表稳定性不足，各维度对品牌态度和选择行为有显著但不等的影响。
Abstract The dimensional structure and validity of three different advertising response profiles (Wells' reaction profile, Leavitt's multidimensional profile, and Schlinger's Viewer Response Profile) are examined. The dimensions underlying Wells' reaction profile appear stable. The Leavitt profile displays acceptable stability, but the Schlinger profile does not appear sufficiently stable. Recommendations for improvement are offered for the Leavitt and Schlinger profiles. For each of the profiles, choice behavior information is used to determine the extent to which the profile dimensions are predictive of consumer choices. Results indicate that the dimensions underlying consumer response to ads have a significant but unequal impact on attitudes toward the brand and choice behavior.