I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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.
