Scale Reviews

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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!

Tom Prinsen, Ph.D.

Global Manager Market Intelligence, Biomet Orthope

Religion of the Person in the Ad

This scale has three, seven-point items that measure the degree to which a viewer believes that a particular person in an advertisement belongs to a religious minority in the country.

Key Words

advertising, social, religion, viewers, visual, ethnicity

Newest Scale Reviews

Healthcare Seeking Likelihood

Four, ten-point questions measure how likely one is to seek information and support for a... read more »

Preference for Organic Products

A consumer’s preference for organic products, particularly with respect to food, is... read more »

Attitude Toward the Tweet (Negativity)

How mean-spirited and degrading a tweet is believed to be is measured with three, seven-point... read more »

Warm Glow From Doing Something Good

How much a person is experiencing positive affect as a result of having done something... read more »

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