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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

Price Consciousness

Four, five-point Likert-type items are intended to measure a shopping orientation characterized by a consumer's focus on buying products that are low priced, on sale, or are considered to be good values for the money.