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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


Four statements and a seven-point response scale are used to assess a person's concern about activities a company is engaged in that are the basis for a boycott it is experiencing.

The scale is composed of three, seven-point Likert-type statements that measure a person's negative feelings towards a specified country because of something it was responsible for during a war.

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.

Eighteen, five-point summated rating scales are used to measure the potency of a person's overall negative emotional response to a stimulus to which he or she has been exposed. The stimulus used in the study by Schoenbachler and Whittler (1996) was an antidrug-related public service announcement.

A three-item, six-point scale is used to measure the degree to which a person describes feeling a sense of anger and possibly hatred on exposure to some stimulus. Phrasing of the scale was such that it measured the respondent's emotional reaction to a stimulus rather than the attitude toward the stimulus itself.

A four-item Likert-type scale is used to measure the degree to which a person has experienced feeling uneasy and angry. Taylor (1995) referred to the measure as negative affect.

Fifteen five-point descriptors are used to measure a person's overall negative emotional reaction to some stimulus. The scale is a combination of three subdimensions: anger, fear, and discouragement. A five-item, seven-point scale very similar to the anger subdimension was used by Nyer (1997).

A 34-item scale is used to measure a person's expressed tendency to experience three dimensions of psychological hostility: assault, irritability, and verbal hostility.

The three item scale used by Whipple and Courtney (1980) measured the degree to which consumers described an ad as being insulting to themselves and others.