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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

Market Mavenism

Six Likert-type statements are used to measure the degree to which a person not only has a wide range of knowledge regarding products to buy, places to shop, and other consumption-related activities but additionally influences others by passing on this information.  This construct is a form of polymorphism (e.g., Rogers 2003, p. 314).