The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
emotions
Three, nine-point items measure a person’s positive affective state at a particular point in time that is characterized by feelings of joy and elation.
The scale measures a person’s positive affective state at a particular point in time characterized by feelings of affection and closeness. A two-item version as well as a version with three-items were used by Cavanaugh, Bettman, and Luce (2015).
The three item, seven-point scale measures the extent to which a person is in a state of indifference and lacks any particular emotion at that point in time.
Seven, seven-point Likert-type items measure a person’s general and enduring tendency to experience feelings that are expressed in terms of optimism about the future.
With six, seven-point Likert-type items, the scale measures a person’s general and enduring tendency to experience feelings of closeness and trust with other people.
The scale measures the degree to which a consumer anticipates feeling wrong if he/she does not purchase a product that is linked in some way to helping a particular charity. Three, eleven-point Likert-type items compose the scale.
The degree to which a person reports feeling mellow or, at the other extreme, very energetic is measured with three, seven-point semantic differentials.
The scale is composed of eight Likert-type items that measure a consumer’s pride with being associated with a brand and his/her emotional attachment to it.
The extent to which a consumer believes that a brand was part of an experience that he/she had is measured with four, seven-point Likert-type items. The items connote an anthropomorphic view of the brand.
With two- and three-item versions, the scale measures a person’s belief that donating money to charities has a positive effect on one’s happiness.
