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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

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A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items. 

The scale uses five items to measure a person's self-confidence in his/her ability to forward e-mail messages to others if the content is considered to have value for them. 

A person's expressed inclination to forward e-mail messages if there is the opportunity to do so is measured using four items.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The four item scale measures a person's expressed tendency to open e-mail messages if the opportunity is available.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The tendency to open e-mail messages if the subject appears to be interesting and believable is measured with four items.  The scale stem is phrased in terms of "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The scale has three, seven-point Likert-type statements and is intended to measure a customer's belief that a specific marketer frequently uses direct mail to provide information to its regular customers.

The scale is composed of three, seven-point items intended to measure the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid direct mail advertising.

This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.