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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Understanding the Experience

With four, seven-point items, this scale measures how fully a person understands a particular experience he/she has had in terms of why it was chosen and the reasons it was liked/disliked.