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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

emotions

Composed of three, seven-point items, the scale measures how much a person believes that the current day's weather is making him/her and other people feel good.

How much a person feels compassion and sympathy for a business is measured with three, nine-point items.

With four, seven-point Likert-type items, the scale measures how much a person felt good and had a warm feeling about using a particular object.

With five, seven-point items, the scale measures how much a person feels happy and proud after having made an altruistic-related choice.

How much a person is experiencing positive affect as a result of having done something considered to be good, helpful, and/or caring is measured with four, seven-point items.

Five, seven-point questions are used to measure how much a person expresses feelings at a particular point in time that indicate physical and psychological well-being.

Four, seven-point questions are used to measure how much a particular activity or other stimulus motivated a person to have feelings associated with parenting such as nurturing and devotion.

With five, seven-point questions, the scale measures how much a person expresses feelings at a particular point in time that indicate he/she is drained of energy physically and/or psychologically.

How much a person feels at the current time he/she could easily get mad and not be able to control it is measured with three, seven-point items. The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

Three, seven-point items measure a person’s feeling of bitterness at the current time due the beliefs that life is not fair and others are doing better.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies.