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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

Cultural Orientation (Vertical Individualism)

The eight-item scale measures the degree to which a person expresses a tendency to relate to others such that social hierarchy and achievement of status through competition is important.