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Scale Reviews

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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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

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.