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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

Importance of Social Approval From Best Friend

This scale uses five, seven-point Likert-type items to measure the importance placed on the influence of one's best friend in the consumption of certain expressive products.