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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

emotions

The scale measures the degree to which a person who sold an item to a buyer experienced a feeling of completeness and closure due to the price that was negotiated.  Four, seven-point Likert-type items compose the scale.

Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made.  Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

The degree to which a person has an emotional response to a stimulus which results from feelings of surprise and joy is measured with five, seven-point items.

Four, seven-point Likert-type items measure the degree to which a consumer has a special bond with a certain product, especially of an affective and sentimental nature.

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.

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.

The degree to which a consumer felt rushed and tense during a particular shopping trip to a store is measured with five, seven-point Likert-type items.

Four, seven-point uni-polar items are used to measure how much a person is described as being kind and friendly.  (Two versions of the scale are described, both having four items and three of them being in common.)

With four, nine-point items in a semantic differential format, the scale purports to measure a person’s emotional response from doing “good,” such as charitable giving and other prosocial behavior.