Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing "Sets"
评估了在不同广告处理情境下，多种态度测量指标的有效性和一致性，帮助研究者选择合适指标。
Thomas J. Madden, Chris T. Allen, Jacquelyn L. Twible, Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing "Sets", Journal of Marketing Research, Vol. 25, No. 3 (Aug., 1988), pp. 242-252