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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Attitude Toward the Product (Utilitarian)

The scale measures the extent to which a person views an advertised product as being functional.  The three uni-polar item scale was referred to as functional concept by Aggarwal, Jun, and Huh (2011).