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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 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.