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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

emotions

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.

Three, six-point, Likert-type scale items are used to measure a dimension of attachment that has to with a person's devotion to an owned object and dedication to maintaining an enduring relationship with it.

Using eight, six-point, Likert-type scale items, the scale measures a dimension of attachment that has to do with a person's in-depth knowledge of an owned object and desire to spend considerable resources on it.

This six item, six point, Likert-type scale measures a dimension of attachment that has to with a person's feelings of attraction, desire, and excitement with regard to an owned object.

Three, five-point unipolar items are used in this scale to measure how much a consumer has intense positive feelings about a brand. 

The degree to which a person is able to control his/her negative emotions in order to facilitate proper functioning is measured in this scale using six, seven-point Likert-type items.  The scale was called management of negative emotions by Taute, McQuitty, and Sautter (2011).

The scale is composed of seven-point Likert-type items that are intended to measure how much a person believes he/she is affected by what others are feeling and experiencing.

A person's ability to remain hopeful and motivated to achieve goals despite adversity is measured in this scale with six, seven-point Likert-type items.  The scale was called positive utilization of emotions by Taute, McQuitty, and Sautter (2011).

Four, seven-point Likert-type items are used in the scale to measure the degree to which a person tends to be aware of and to understand his/her emotions.