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.
Attitude Toward the Ad (Pre-Birth Era Nostalgia)
Six, seven point Likert-type items measure the degree to which a person feels pleasure watching an ad because it evokes the memory of a time prior to when he/she was born.
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