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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

emotions

The scale measures a person’s positive affective state at a particular point in time characterized by feelings of affection and closeness.  A two-item version as well as a version with three-items were used by Cavanaugh, Bettman, and Luce (2015).

The three item, seven-point scale measures the extent to which a person is in a state of indifference and lacks any particular emotion at that point in time.

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.