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.
anger
The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.
How positively or negatively a person feels about an object is measured with ten, five-point items. Unlike many, if not most, measures of affect, the items in this scale are full sentences rather than semantic differentials. The sentences are easily modified for a variety of objects.
Five, seven-point Likert-type items are used to measure the degree to which a person expresses the desire to engage in behaviors that would damage a brand as well as stores and employees that sell the product.
The four statements composing the scale measure the degree to which a customer expresses irritation with employees of a retail establishment for something they have done. A specific, offending behavior is only referred to in one item and has to do with the belief that the employees were trying to close the facility too early.
Using four, uni-polar items, the scale measures the extent to which a person experienced feelings of resentment and outrage during a particular event.
A person's level of annoyance and possibly anger with another person or action is measured with three, nine-point semantic-differentials.
Four, eight-point items are used to measure how much a person felt free making a particular decision and how negatively he/she feels when freedom of choice is restricted.
A person's strong negative reaction to a decision or action taken by a church is measured using three, seven-point Likert-type items. Although two of the items use the term "church," they could be easily modified for use with a variety of organizations, religious or not.
The scale uses three, seven-point Likert-type items to measure the level of anger a person typically experiences upon learning that a person or group of people have been hurt in some way by others.
The three, seven-point Likert-type items appear to measure more than just how mad a person is about something. The emphasis of the items is on an extreme form of anger. It was referred to as outrage by Gelbrich (2011).
