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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

emotions

The degree to which a person experiences positive feelings resulting from an unexpected viewing of a movie trailer is measured with four, seven-point items.

Using three, seven-point Likert items, the scale measures the extent to which a person experiences positive feelings due to unexpectedly seeing a particular painting.

Composed of four, seven-point Likert items, the scale measures how much a person experiences positive feelings due to hearing a particular song unexpectedly. 

The scale has seven-point Likert-like items that measure how calm and relaxed a person feels at a particular point in time.  A five-item version as well as a six-item version are described.

Composed of four, seven-point Likert-type items, this scale measures a person’s expected embarrassment if a particular group is joined and members become aware of his/her attribute that is stigmatized.    

The level of mental and emotional demands experienecd in performance of a task are measured with three, seven-point items.

The degree to which a person expresses support for, a connection to, and positive feelings about a particular physical place is measured with four, seven-point Likert-type items.

With three, seven-point unipolar items, the scale measures the degree to which a person has experienced appreciation and thankfulness.  The focal time period or event is not stated in the items themselves and should be specified in the instructions.

Five, seven-point Likert-type items measure the degree of anxiety and worry felt primarily because of the unpredictable events in one’s environment. (While this scale is not measuring stress due to the changing status of the natural environment per se, its perceived degradation could be one of the causes of overall stress along with other external stressors.)

The degree to which a particular possession has sentimental value to a person is measured with three, seven-point Likert-type items.