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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Personal Source Usage

These seven, seven-point Likert-like items were used for measuring the probability that a consumer would base his/her purchase decision on information gathered from personal independent sources (relative or friend) as well as personal advocate sources (store manager or employee).