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Testimonial

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 (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.