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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


Four unipolar items are used to measure the degree to which a person has experienced a feeling of abhorrence because of a certain stimulus that is viewed as being physically dirty or unsanitary. In the studies conducted by Argo, Dahl, and Morales (2006), the stimulus that respondents reacted to was putting on a t-shirt that was perceived to be "contaminated" by being previously worn by one or more strangers. In the studies by Morales and Fitzsimons (2007) the participants were reacting to a package of cookies that had touched a package of feminine napkins.