This Likert-type scale is intended to measure the degree to which a consumer has negative beliefs about treatment received as a consumer and is alienated from business in general.
The Marketing Scales Handbook is indispensible 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.
