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Scale Reviews

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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

Ad Incongruence Resolution

The degree to which a person was easily able to understand the meaning of an ad which had an unexpected aspect to it is measured with three, seven-point Likert-type items.