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Scale Reviews

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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

Personal Cultural Orientation (Gender Equality)

The scale uses five, seven-point Likert-type items to measure the extent to which a person views males and females as equal in terms of social roles and emotional capacity (caring, ambition, and aggressiveness).