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.
Attitude Toward the Logo (Agentic Animacy)
Three, seven-point Likert-type items measure the degree to which a logo appears to move as if it is alive.
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