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Scale Reviews

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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


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.

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.