A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a modified Likert scale.

Question

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A Likert scale involves respondents indicating their level of agreement or disagreement with a statement using a range of options. The statement in this example ("Levi's 501 are good looking") is being measured using a modified Likert scale.

A Scale That Asks Consumers the Extent to Which They