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Bob Moritz
Marshfield Clinic Research Foundation

Attitude Toward the Offer

Five, seven-point semantic differentials are used to measure a consumer's evaluation of an offer that has been presented to him/her. Given the phrasing of one of the items, the scale is most suited for an offer that has to do with an event or cause which a consumer has been asked to support in some way and has the potential to "make a difference" to someone or something the consumer cares about.