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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


These three, seven-point semantic differentials are used to measure the extent to which a person believes that a party is engaging in a behavior primarily for its own benefit, such as to make a profit.