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Scale Reviews

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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Attitude Toward the Spokesperson (Likeability)

Four sets of bi-polar adjectives are used to assess a person's opinion of the actor or spokesperson featured in an advertisement with an emphasis on how likeable the person appears to be.