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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

verbal

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 degree to which a person believed that a hologram was moved because of his/her voice-commands is measured with three, seven-point Likert-type items.

The scale is composed of three, five-point semantic differentials that measure the degree to which a person considers a particular slogan to be positive and valuable.

A person’s tendency to express and verbalize his/her thoughts and feelings is measured with eight items.

A person's expressed difficulty in understanding service agents who are viewed as having foreign accents is measured using four statements.

One's preference for the use of the face and body to physically express positive emotions in communication is measured with five, six-point Likert type items.  The focus of the scale is on others' nonverbal expression of emotion.  A person's own level of physical expressiveness is not measured.

The likelihood of a customer reacting to a service failure by using facial expressions to convey his/her anger to the service employee(s) is measured with four, five-point items.

The scale uses five, five-point items to measure the likelihood of a customer reacting to a service failure by expressing his/her anger to the service employee(s) in words (what was said and how it was said).

The extent to which a communication event at a website is characterized by information other than in verbal form is measured using four, seven-point items.

The full version of this scale has twenty-two statements that measure a person's preference for processing information in either a verbal or a visual modality. The measure was referred to as the Style of Processing (SOP) scale by Childers, Houston, and Heckler (1985).