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Scale Reviews

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Testimonial

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

affect

With six, seven-point Likert-type items the scale measures a person’s ability to recover from stressful events that are experienced.

With six, nine-point Likert-type items, the scale measures the level of emotional discomfort that was experienced when a stimulus evoked thoughts about one’s morality.

This scale has seven, seven-point Likert-type items that measure the degree to which a person was engaged in the “flow” of an advertisement and felt better because of it.

Five, eleven-point items are used to measure how much a person felt a sense of “going against the flow” by doing something different and experiencing resistance against someone or something in a particular situation.  

The scale measures the degree to which a person liked a particular experience he/she had.  Versions with two and four items are described.

How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.

The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items.  The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.

Using eight sentences and a seven-point response format, this scale measures the degree to which a consumer expresses strong trust of, affection toward, and commitment to a particular brand.  Several of the sentences are phrased as if one were describing a relationship with a person. 

The scale is composed of six, nine-point uni-polar items that measure one’s expressed level of unfavorable feelings.  While the scale appears to be amenable for use in a wide variety of situations, it seems to be best suited for occasions in which respondents have experienced something that did not go as well as expected.