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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

offensive

The degree to which a person believes that something is inappropriate and scandalous is measured with five, seven-point Likert-type items.

This is a three-item, seven-point Likert-type scale that appears to measure one's hypothetical intention to purchase a product which has been advertised in some way that the person considered to be unpleasant or inappropriate.

The scale is composed of four, nine-point semantic-differentials intended to measure the degree to which a person views some object as repulsive. The difference between this and some apparently similar scales is that this scale is meant to describe an object whereas other measures of disgust describe one's affective reaction to some object.

The scale is composed of nine, seven-point Likert-type items measuring a person's attitude toward male homosexuality, with the emphasis on the morality of that lifestyle.

Five-point, Likert-type statements are used to measure the degree to which a person believes that television commercials have gone too far in what they say or show and that they exhibit poor taste.