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Scale Reviews

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Testimonial

The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Viral E-Mail Forwarding (Opportunity)

A person's expressed inclination to forward e-mail messages if there is the opportunity to do so is measured using four items.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.