This is a three-item, five-point scale that assesses the extent to which a person reports experiencing the sadness-related emotion. 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 by Westbrook and Oliver (1991) whereas phrases based on those same items were used by Allen, Machleit, and Kleine (1992).
This is a four-item, five-point scale measuring a sadness-related emotional reaction to some specified stimulus. Mano and Oliver (1993) referred to the scale as unpleasantness.
A three-item, five-point Likert-type scale is used to measure the frequency with which a consumer buys something not so much because of a desire for the product itself but as a desire to engage in purchase activity. The scale was called object attachment by O'Guinn and Faber (1989; Faber and O'Guinn 1992).
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 attempts to measure the degree to which a person who has just been exposed to some stimulus describes his/her emotional response in negative terms such as sadness and anger. The stimulus used in the study conducted by Price, Arnould, and Tierney (1995) was a river rafting trip. In the study by Coulter (1998) the stimulus was a TV program.
Five one-word positive descriptors are used to measure a person's affective reaction to some stimulus. These descriptors are moderate in intensity as described subsequently.
Five one-word positive descriptors are used to measure a person's affective reaction to a stimulus. These descriptors suggest strong intensity and, as such, appear to represent emotions rather than less-intense sentiments.
A multi-item, semantic differential ratings scale measuring the degree to which a person likes some musical stimulus and perceives it to be "good." Lord, Lee, and Sauer (1995) as well as Obermiller (1985) used three-item subsets of this scale.
