I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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.
Key Words