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!
anxiety
The scale measures a person’s anxiety that is based on some sort of a physical restriction being experienced. Two versions of the scale are described that vary somewhat in the number of items and the response scales used.
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.
How much a person feels worried and anxious after exposure to an advertisement is measured with three, seven-point items.
The scale uses five, seven-point Likert-type items to measure a trait-like attachment style characterized by the fear of rejection and abandonment.
The general level of discomfort a person reports feeling in the presence of others is measured with six statements.
This seven item, 10 point Likert-type scale measures a type of social anxiety that primarily occurs as a result of interacting with other people.
The tendency to worry about what other people think of oneself is measured with 12, seven-point items.
The scale uses three, five-point items to measure how much someone has felt self-conscious and has looked to others, particularly friends, to know how to act.
A person’s unease and apprehension about giving a particular product to a friend is measured in this scale using three, seven-point items.
Six, seven-point Likert-type items are used to measure a person’s belief that being concerned about eating healthy is not masculine and is more typical of women than men.
