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
Rather than focusing on guilt-related feelings, this scale uses four items to measure a person's cognitive appraisal of his/her failure to donate responsibly.
How much compassion a person feels for others is measured with seven-point unipolar items. With the proper instructions, this version seems to be adaptable for use in a wide variety of situations. Versions with five, six, and seven items are described.
Four, seven-point semantic differentials are used in this scale to measure the level of fear that has been evoked by some stimulus.
Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.
Four items with a seven-point response format are used to measure how much a person has been burdened by something that has happened to the point that it depletes his/her ability to deal with it.
Three, nine-point items measure the degree to which a person believes a particular experience was more than just enjoyable for the moment; it is viewed as having a larger impact on his/her life in terms of meaningfulness and fulfillment.
The degree to which a certain man is viewed as being in love with a certain woman is measured using three, seven-point items. (The items appear to be easily adaptable for use with other interpersonal relationships as discussed further below.)
One's lack of close relationships with family members and a romantic partner from whom support and encouragement can be received is measured with ten, seven-point Likert-type items.
Thirteen items are used in this scale to measure a person's motivation to eat as a result of experiencing negative emotions such as frustration, anxiety, and boredom.
Using four, uni-polar items, the scale measures the extent to which a person experienced feelings of resentment and outrage during a particular event.
