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Testimonial

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 (Gain-Loss Message)

Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken.