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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

Affective Response to the Ad (Fear)

How much a person feels worried and anxious after exposure to an advertisement is measured with three, seven-point items.

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