The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Attitude Toward TV Advertising (Social Learning Function)
This is a four-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good way to learn about a product's social aspects, with an emphasis on who appears to use it.
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