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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

Seven, seven-point Likert-type items measure a person’s general and enduring tendency to experience feelings that are expressed in terms of optimism about the future.

With six, seven-point Likert-type items, the scale measures a person’s general and enduring tendency to experience feelings of closeness and trust with other people.

The scale measures the degree to which a consumer anticipates feeling wrong if he/she does not purchase a product that is linked in some way to helping a particular charity.  Three, eleven-point Likert-type items compose the scale.

The degree to which a person reports feeling mellow or, at the other extreme, very energetic is measured with three, seven-point semantic differentials.

The scale is composed of eight Likert-type items that measure a consumer’s pride with being associated with a brand and his/her emotional attachment to it.

The extent to which a consumer believes that a brand was part of an experience that he/she had is measured with four, seven-point Likert-type items.  The items connote an anthropomorphic view of the brand.

With two- and three-item versions, the scale measures a person’s belief that donating money to charities has a positive effect on one’s happiness.

Rather than focusing on guilt-related feelings, this scale uses four items to measure a person's cognitive appraisal of his/her failure to donate responsibly.

How much compassion a person feels for others is measured with seven-point unipolar items.  With the proper instructions, this version seems to be adaptable for use in a wide variety of situations.  Versions with five, six, and seven items are described.

Four, seven-point semantic differentials are used in this scale to measure the level of fear that has been evoked by some stimulus.