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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

Warmth of the Person

Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly.  (Two versions of the scale are described, both having four items and three of them being in common.)