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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

Reactance (Intrusiveness)

The scale has seven, seven-point Likert-type items that measure the degree to which a consumer is motivated to resist a specific object, such as an ad, that is believed to have been forced upon him/her.  The emphasis is on the impropriety of the object rather than how much it limits one’s decision-making freedom.