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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

Interestingness of the Ad

With three, seven-point Likert-type items, the scale measures not only the degree to which a person considers a particular advertisement to be interesting but that he/she was involved in it.