This is a three-item, five-point scale that assesses the experience a person has had with shyness-related emotions. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) whereas phrases based on those same items were used by Allen, Machleit, and Kleine (1992). This scale has also been referred to as shame.
This is a three-item, five-point scale used to measure one's stillness-related emotional reaction to some specified stimulus.
The scale is composed of four, five-point Likert-type statements that measure a particular state of feeling of transient duration. Mood is conceptualized as being a milder form of feeling than emotions that nonetheless is not sudden and can last hours or days. The scale measures mood at a particular point in time on a simple good/bad continuum rather than attempting to assess various dimensions of mood.
A three-item, seven-point scale is purported to measure the extent to which a stimulus triggers ''mellow'' sorts of emotions due to the experiences it is associated with in memory. MacInnis and Park (1991) referred to the scale variously as the valence of ''sad'' emotions and ''negative'' emotions.
The scale assesses the anxiety and tension a person reports feeling with respect to some stimulus. It is composed of seven items with seven-point response scales.
A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel crowded in a particular setting. The construct also carries with it the sense that perceived crowding is linked with stress and is an unpleasant subjective experience.
A ten-item, seven-point Likert-type scale is used to measure the degree of subtly degrading and derogatory opinions held by a person toward blacks in general. The items suggest that blacks are socially, morally, and/or educationally backward.
A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.
A five-item, five-point Likert-type scale is used to measure the degree to which a person is characterized by an abnormal amount of fear, worry, and self-debasing feelings and attitudes. This measure was called obsessive-compulsive by O'Guinn and Faber (1989; Faber and O'Guinn 1992).
The scale is composed of five, seven-point items that are intended to measure the extent to which a person reports feeling what the characters in an advertising drama are feeling. This is not just an awareness of what the characters are feeling but absorption or "feeling into" another's affective experience. Thus, although related to sympathy, this scale is intended to measure something different. The scale was referred to as ad response empathy by Escalas and Stern (2003).
