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Scale Reviews

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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Attitude Toward the Ad (Empathy)

A nine-item, six-point Likert scale is used to measure a consumer's attitude toward an ad with an emphasis on the extent to which he/she relates to it personally.