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Scale Reviews

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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 Opening (Subject Relevance)

The tendency to open e-mail messages if the subject appears to be interesting and believable is measured with four items.  The scale stem is phrased in terms of "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.