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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Attitude Toward Direction the Object is Headed in the Ad

A seven-point Likert-type scale is used to measure how much a person believes or “feels” that a particular object in an ad appears it be moving in the appropriate direction.   Both a four-item and a three-item version are described.