A person's tendency to respond angrily and with hostility when provoked is measured in this scale using six, seven-point Likert-type items.
The seriousness of a situation is measured in this scale using five, seven-point bi-polar adjectives.
The three items in this scale are intended to capture the level of hopeful-type feelings a person is experiencing (or experienced during a certain event).
The scale is composed of three, seven-point uni-polar descriptors that are used to assess the degree to which a person reports being dissatisfied with some stimulus. As used in the studies cited below, the stimulus was a service experience.
The scale uses semantic differentials to measure a consumer's degree of satisfaction with some stimulus. The scale has been used with regard to: insurance agents, service policies, insurance agencies (Crosby and Stephens 1987); shopping (Eroglu and Machleit 1990); a retail store and an airline (Nijssen et al. 2003; Sirdeshmukh, Singh, and Sabol 2002); and, a camcorder (Spreng, MacKenzie, and Olshavsky 1996).
Three, seven-point uni-polar items are used to measure the extent to which a person is experiencing a state of psychological tension and is troubled by it. Depending upon the scale stem and context in which it used, one could argue that the scale is a measure of cognitive dissonance.
The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to warmth. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad. The scale was loosely referred to as empathy by Aaker and Williams (1998).
The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to pride. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.
The scale is a three item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to peacefulness. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.
The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to happiness. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.
