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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Ambivalence Toward the Object

A person's inconsistent attitude toward an object is measured in this scale using five, seven-point Likert-type items.  Chang (2011) used various versions of the scale to measure two constructs: ambivalence toward "green" products and ambivalence toward buying "green" products.