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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

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.