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Testimonial

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 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).