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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

Emotional Reaction (Negative)

Eighteen, five-point summated rating scales are used to measure the potency of a person's overall negative emotional response to a stimulus to which he or she has been exposed. The stimulus used in the study by Schoenbachler and Whittler (1996) was an antidrug-related public service announcement.