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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

anger

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

Six, seven-point Likert-type items measure a person’s resistance to norms and influence from others.

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.