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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

Physical Appearance of Other Customers

Four, seven-point Likert-type items measure the degree to which a person believes that other customers in a particular service environment are nice looking.  As measured by the scale, the opinion is based on appearance rather than interaction.