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 the Website (Visual Appeal)
How visually attractive a person believes a website to be is measured with this three-item, seven-point Likert-type scale. Mathwick, Malhotra, and Rigdon (2002) also used the scale with reference to a catalog.
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