I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
emotions
Five unipolar items are used to measure one's feeling of frustration and betrayal. The scale seems to be flexible for use in a variety of contexts.
The degree to which a consumer expresses contempt for a particular brand and a willingness to bring harm to it is measured with six, seven-point items.
The extent to which a person reports feeling a sense of self-esteem and honor is measured in this scale with three, seven-point uni-polar items.
A person's feeling of embarrassment and insecurity is measured in this scale with five uni-polar items. The scale seems to be flexible for use in a variety of contexts.
One's preference for the use of the face and body to physically express positive emotions in communication is measured with five, six-point Likert type items. The focus of the scale is on others' nonverbal expression of emotion. A person's own level of physical expressiveness is not measured.
With thirteen items, the scale measures a person’s motivation to seek situations and activities that are emotionally stimulating for self and others.
With four, six-point items, the scale measures a person’s expressed ability to understand others' "true" feelings based primarily on observing their nonverbal behavior.
Three unipolar items are used with a seven-point response format to describe the kindness-related trait of some object such as a person or an organization.
Five, 11-point items are used in this scale to measure the cognitive and emotional bonds between a brand and a consumer.
The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items. Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.
