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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

Similarity to the Story Character

The amount of similarity between one's self and a person in a story is measured in this scale using three, seven-point items.