This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
emotions
Three, five-point Likert-type items are used in the scale to measure the degree to which a person was not certain of an event's ending when it was occurring and was interested to find out what would happen. The items seem to be amenable for use with a TV program, an advertisement, an election, or a variety of other things as well.
The scale has six, seven-point Likert-type items that measure the degree to which a person does not like to receive personalized advertising because of the belief that the companies sending it are improperly using one's personal information.
How proud and self-confident a person feels is measured in this scale with four, seven-point Likert-type items.
The extent to which a person likes a certain offer available to him/her and is considering accepting it is measured with three statements.
The three, seven-point Likert-type items appear to measure more than just how mad a person is about something. The emphasis of the items is on an extreme form of anger. It was referred to as outrage by Gelbrich (2011).
Three, seven-point Likert-type items measure how much a person experiences great pleasure in another person's misfortune that is believed to be deserved.
The degree to which a person feels sorry and personally responsible for something that has happened is measured with three, seven-point Likert-type items.
The scale has three, seven-point Likert-type items intended to measure a person's positive reaction to another person's nonverbal expression of emotion.
A person's negative reaction to the nonverbal expression of emotion by another person is measured in this scale with three, seven-point Likert-type items.
Eight, seven-point Likert-type items are used to measure how much a person reports feeling negative emotions at a particular point in time. The scale seems to be amenable for use in many contexts but was developed for use with service failures.
