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Scale Reviews

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Testimonial

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

Product Component Importance

Using three, seven-point items, the scale measures how important a product feature is to a consumer’s evaluation of a particular product and the decision about it.