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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.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

emotions

How positively or negatively a person feels about an object is measured with ten, five-point items.  Unlike many, if not most, measures of affect, the items in this scale are full sentences rather than semantic differentials.  The sentences are easily modified for a variety of objects.

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.)