Excerpt from Notes on the Application of Attitude Measurement and Scaling Techniques in Marketing Research Before discussing procedures for measuring attitudes, we should briefly examine the concept of attitude itself. The number of definitions of attitude that have been proposed is vast- ln 1935 Allport was able to find more than one hundred different definitions that had appeared in the literature! Consider a few examples. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.