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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

hostility

How much a person feels at the current time he/she could easily get mad and not be able to control it is measured with three, seven-point items. The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

Three, seven-point items measure a person’s feeling of bitterness at the current time due the beliefs that life is not fair and others are doing better.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

This three-item, seven-point scale measures a person’s inclination at the current time to react toward others in a physically violent manner if threatened.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

With three, seven-point items, this scale measures how much a person feels aggressive at the current time and expresses it by being argumentative with others.  The wording of the items is meant to focus participants’ responses on their current states rather than their longer-term trait-like tendencies. 

The scale has three statements that measure a customer’s belief that one or more employees of a retail establishment had ill-will toward him/her and wanted to harm him/her in some way.

Using four, uni-polar items, the scale measures the extent to which a person experienced feelings of resentment and outrage during a particular event.

Using six, seven-point uni-polar items, the scale measures the extent to which a person reports feeling attacked verbally in the sense of his/her image being maligned.

The three, seven-point Likert-type items appear to measure more than just how mad a person is about something.  The emphasis of the items is on an extreme form of anger.  It was referred to as outrage by Gelbrich (2011).

The level of violence a person believes there is in a particular video game is measured using four, five-point items.  Given the phrasing of one of the items, the assumption is that the respondent has actually played the game rather than having merely heard about it in some way.

Five unipolar items are used to measure one's feeling of frustration and betrayal.  The scale seems to be flexible for use in a variety of contexts.