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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Imagery Fluency

Three, seven-point Likert-type items are used to measure a person's ability to quickly generate mental images as depicted in an advertisement he/she has just been exposed to.