This is a four-item, seven-point Likert-type scale purported to measure a person's attitude about the quality of a particular testimonial advertisement.
Categories
The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.