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Testimonial

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.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

Appeal Type (Emotional/Rational)

Four, bipolar adjectives are purported to measure a person's opinion of the type of appeal being used by the source of a message, varying from emotional at one extreme to rational at the other.  It could easily be used with advertising but could also be used with appeals made by charities, speeches by politicians, sale pitches by sales people, etc.