A multiple-item Likert-type scale designed to measure the degree to which a certain stimulus has focused a person’s thoughts on self rather than others.
Aaker, Jennifer L. and Angela Y. Lee (2001), “I Seek Pleasures and We Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal of Consumer Research, 28 (June), 33-49.
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