The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
emotions
The degree to which a person feels uneasy as it pertains to his/her identity is measured with three, seven-point items.
The degree to which a person considers something to have been interesting and fun is measured with three items.
This seven-item, seven-point Likert-type scale measures a consumer’s strong emotional bond to a particular service provider.
Composed of four, seven-point uni-polar items, the scale measures how much a person feels tense and uneasy at some point or period of time.
How much a person reports feeling emotions related to disappointment and discouragement at some point or period of time is measured with four, seven-point uni-polar items.
Three, seven-point Likert-type items measure the degree to which a consumer feels that a particular brand stimulates feelings of being in nature and/or close to it.
This eight-item, seven-point Likert-type scale measures a consumer’s strong emotional bond with a particular branded good (not service). Given the way the product is described in the items, the product needs to be something that can potentially be lost or broken.
With eight, uni-polar items, this scale measures how much a person feels alert and active at the current time.
The scale has five, five-point items that measure how much a person feels mentally drained and unfocused at the current time.
At the current time, how much a person experiences and expresses emotions related to anxiety is measured with five, five-point items.
