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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

embarrassment

The scale measures how much a consumer believes that it is awkward and uncomfortable to purchase a particular product when the behavior can be observed by others.  Based on the items, some of the embarrassment comes from the product itself while some is due to other people witnessing the purchase.  A five- and an eight-item version are described.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The scale uses three, seven-point items to measure a person’s belief that an entity (such as a company or person) has responded to his/her idea sharing such that it negatively affected one’s social value.

The degree to which a person believes that he/she would feel uncomfortable if seen purchasing a particular product is measured using three, seven-point Likert-type items.

Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.

The general level of discomfort a person reports feeling in the presence of others is measured with six statements.

A person’s unease and apprehension about giving a particular product to a friend is measured in this scale using three, seven-point items.

Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.

A person's anticipation of experiencing guilt-related feelings if he/she engages in a certain action is measured with three items.

This five item scale measures how much a consumer likes a brand and is glad to be seen with it.  Given the phrasing of the items, the scale makes the most sense to use when respondents are very familiar with the brand rather than it being new, proposed, or fictitious.