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Scale Reviews

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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

Vanity (Physical View)

Six, seven-point Likert-type statements are used to evaluate a person's positive and possibly inflated view of his or her physical appearance, particularly as it relates to others' opinions of his or her appearance.