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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 Advertiser

This set of scales use bi-polar adjectives designed to capture a consumer's overall evaluation of a specified advertiser. As used by Rifon et al. (2004), the scale measured attitude toward the sponsor of a website.