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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

Four, seven-point Likert-type items measure how much a person believes he/she and a particular other person expressed emotions in the same way at a certain time in the past.  The time period is not specified in the items but must be stated in the instructions.  The person being compared to is identified in the items.

Six, seven-point Likert-type items measure how much a person believes he/she was able to understand another person’s emotions based on non-verbal signals that were expressed.

How a consumer expects to feel after using a particular product is measured with eight, seven-point uni-polar items.

How much a person is experiencing negative affect due to disconnectedness from other people is measured with five, nine-point items. 

How much a person experiences positive feelings due to an unexpected event involving products received from a company is measured with four, seven-point items.

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.