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Testimonial

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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

happiness

The scale measures how pleased a person is with the sales-related services provided by some salespeople who worked together in some capacity during a customer encounter.  The measure is composed of three, nine-point items.

With four, seven-point Likert-type items, the scale measures how much a person experiences positive affect while dealing with a branded product in a game.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.

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. 

Three, seven-point Likert-type items are used to measure a person’s expectation that if a particular refund was received, he/she would feel good.

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 four item, seven-point, Likert-type scale measures how much a person wants to make some decisions in such a way as to make someone happy and indicate how much their relationship is valued.

The degree to which a person is happy with a resort and pleased with his/her service experience there is measured with a seven-point Likert-type scale.  Three slightly different versions are described.  One directly measures satisfaction, another directly measures dissatisfaction, and the third one has greater emphasis on the service experience.

The degree to which a person has an emotional response to a stimulus which results from feelings of surprise and joy is measured with five, seven-point items.

How much a consumer likes and uses a product is measured with three, seven-point items.  Unlike most other measures of product attitude, this one makes most sense to use with people after they have bought a product and used it.

How a person feels (affectively) about his/her financial status is measured with four, nine-point semantic differentials.