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Scale Reviews

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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Viral E-Mail Opening (Opportunity)

The four item scale measures a person's expressed tendency to open e-mail messages if the opportunity is available.  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.