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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 Product Endorser

A four-item, seven-point Likert-type scale is used to measure the extent to which a person believes a party that has evaluated and endorsed a new product is viewed favorably by others. The measure was referred to as superordinate group influence by Fisher and Price (1992).