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Scale Reviews

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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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Attitude Toward the Website (Cultivation)

Five, seven-point Likert type statements are used to assess a person's attitude regarding the degree to which an e-retailer has engaged in activities to develop and nurture business with the consumer, particularly by sending relevant information (presumably in e-mail form).