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Scale Reviews

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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

Advertising Avoidance (Direct Mail)

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.