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
How much a person reports feeling happy and content as opposed to sad and depressed at a particular point in time is measured with eight, seven-point uni-polar items.
How much a person feels lively and spirited is measured with four, seven-point items.
The extent to which a person currently feels anxious and nervous rather than calm and relaxed is measured with eight, seven-point uni-polar items.
How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.
With three, nine-point items, the scale measures how attractive and desirable a person is with whom one has romantic feelings that have not been expressed.
This 13-item Likert-type scale measures how much a person is experiencing the type of love for a partner associated with romance, desire to affiliate, selflessness, and sacrifice.
The degree to which a person derives pleasure from the suffering that someone or something else has experienced due to his/her actions is measured with seven items.
The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
With three, seven-point Likert-type items the scale measures how much a consumer feels that he/she has devoted money, emotion, and other psychological resources to an object.
The scale has eight items that measure how much a person is bothered by things related to death and disconnected body parts. (Most of the items have some connection to death and all but one of the items refer to human bodies or parts.)
