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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Avoidance of Products with a Particular Chemical

Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.