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Scale Reviews

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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Attitude Toward the Spokesperson

The five-point, four item scale seems to measure a person's evaluation of the "spokesperson" in an advertisement to which the person has been exposed. It may be best to view the scale as a general evaluation of a spokesperson since several different facets are referred to rather than a single facet such as likeability, persuasiveness, or trustworthiness.