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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Attitude Toward the Company's Communications

A consumer's attitude about the informativeness and believability of communications from a company is measured with three, seven-point Likert-type items.  While the communication activities referred to in the scale items can refer to advertising, the phrasing is broad enough to include those of a PR nature as well such as press releases.