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.
Brand Exploitation
Six, seven-point Likert-type items measure how much a consumer believes that a particular brand engages in activities that disrespect customers and takes advantage of them.
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