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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

emotions

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.

Using three, seven-point items, the scale measures how much a person feels undecided and doubtful about something he/she has done such as choice that was made.

The tendency to worry about what other people think of oneself is measured with 12, seven-point items.

The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.

The degree to which a person feels responsible and sorry for a particular incident is measured with four, seven-point Likert-type items.

How a person reports feeling (affectively) is measured with six, nine-point semantic differentials.

Three, seven-point items are used to measure how much a person is motivated and feels “right” about his/her reactions to some stimulus.

The scale uses four items to measure a customer’s emotional attachment to and identification with an entity which he/she might use.  As currently phrased, the items are particularly suited for use regarding a service provider but might be appropriate for use with other entities such as a brand.

The scale uses five, seven-point Likert-type items to measure the degree of love and devotion a person has toward GOD.

The level of excitement and satisfaction a person believes he/she would feel if receiving a particular gift certificate is measured with four, ten-point items.