The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
emotions
Four, seven-point Likert-type items measure the degree to which a consumer has a special bond with a certain product, especially of an affective and sentimental nature.
The degree to which a person believes that he/she would feel uncomfortable if seen purchasing a particular product is measured using three, seven-point Likert-type items.
Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.
The degree to which a consumer felt rushed and tense during a particular shopping trip to a store is measured with five, seven-point Likert-type items.
Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly. (Two versions of the scale are described, both having four items and three of them being in common.)
With four, nine-point items in a semantic differential format, the scale purports to measure a person’s emotional response from doing “good,” such as charitable giving and other prosocial behavior.
The degree to which a person feels disrespected and betrayed due to a company’s customer data activities is measured using four, seven-point Likert-type items.
The scale is composed of eight, nine-point Likert-type items that measure the pleasure one derives from recalling happy memories.
How a person feels (affectively) about his/her financial status is measured with four, nine-point semantic differentials.
Nine items are used to measure the tendency to accept one’s thoughts and feelings as they occur without evaluation or self-criticism.
