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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

Attitude Toward the Object (Likeability)

The scale is composed of four single word descriptors and a ten-point response format. It attempts to assess a person's opinion of an object with an emphasis on attributes that make it desirable and attractive. Although these attributes would tend to be most relevant when describing people, Moon (2000) used them with respect to a computer and referred to the scale as attraction.