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.
emotions
The scale uses three, seven-point Likert-type items to measure the level of anger a person typically experiences upon learning that a person or group of people have been hurt in some way by others.
A person's anticipation of experiencing guilt-related feelings if he/she engages in a certain action is measured with three items.
Using six, seven-point uni-polar items, the scale measures the extent to which a person reports feeling attacked verbally in the sense of his/her image being maligned.
The degree to which a person experiences strong, negative affective responses to the expectation or occurrence of unpleasant events is measured with seven items.
Four, ten point, semantic differentials are used to measure how positively or negatively a person feels about him- or her-self.
How much a consumer feels nervous and worried about buying a specified product is measured in this scale with three, seven point Likert-type items.
The level of stress and guilt a consumer feels about poor management of his/her money is measured using four items.
With six, five-point, uni-polar items, the scale measures feelings of stress and discomfort one has experienced in some context.
How much a person expresses experiencing an undesirable subjective feeling of social isolation is measured using twenty, four point items.
The scale uses three, nine-point uni-polar terms to measure how much a person feels under pressure and worried about something. The scale is "general" in the sense that the three items composing the scale are not specific to any particular object or event and can be paired with properly written instructions for any number of contexts.
