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.
Visual Complexity of the Object
The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.
Key Words