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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 has six, seven-point Likert-type items that measure the degree to which a person does not like to receive personalized advertising because of the belief that the companies sending it are improperly using one's personal information.

How proud and self-confident a person feels is measured in this scale with four, seven-point Likert-type items.

The extent to which a person likes a certain offer available to him/her and is considering accepting it is measured with three statements.

The three, seven-point Likert-type items appear to measure more than just how mad a person is about something.  The emphasis of the items is on an extreme form of anger.  It was referred to as outrage by Gelbrich (2011).

Three, seven-point Likert-type items measure how much a person experiences great pleasure in another person's misfortune that is believed to be deserved.

The degree to which a person feels sorry and personally responsible for something that has happened is measured with three, seven-point Likert-type items.

The scale has three, seven-point Likert-type items intended to measure a person's positive reaction to another person's nonverbal expression of emotion.

A person's negative reaction to the nonverbal expression of emotion by another person is measured in this scale with three, seven-point Likert-type items.

Eight, seven-point Likert-type items are used to measure how much a person reports feeling negative emotions at a particular point in time.  The scale seems to be amenable for use in many contexts but was developed for use with service failures.

The tendency for a person's emotions to be adjusted, possibly subconsciously, to match those of another person is measured in this scale with eight, seven-point Likert-type items.