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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

Visual Appeal

The scale is composed of six, seven-point bi-polar adjectives intended to measure the extent to which a person perceives a stimulus to be aesthetically pleasing with the emphasis on its visual aspects.