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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

dissonance

Five, eleven-point items are used to measure how much a person felt a sense of “going against the flow” by doing something different and experiencing resistance against someone or something in a particular situation.  

Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.

Using three, seven-point items, the scale measures how much a person feels undecided and doubtful about something he/she has done such as choice that was made.

The degree to which a person felt bad at a point in time, with an emphasis on guilt, is measured with three, nine-point uni-polar items.

How ashamed and worthy of blame a person felt at some point in time is measured in the scale with five, seven-point uni-polar items.

Using six, seven-point uni-polar items, the scale measures the extent to which a person reports feeling attacked verbally in the sense of his/her image being maligned.

Five unipolar items are used to measure one's feeling of frustration and betrayal.  The scale seems to be flexible for use in a variety of contexts.

The degree to which a person believes a company claims to be something that it is not is measured in this scale using six, seven-point Likert-type items.  Although the scale was developed for use with a business, the items seem to be amenable for us with other entities such as government or non-profit organizations.

This scale uses three, seven point items to measure how much happiness a consumer believes a particular purchase has brought to his/her life.  The implication is that this scale is intended to measure something different from product satisfaction.

A person's negative emotional concern and uneasiness about something is measured in this scale with three uni-polar items.