You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

emotions

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.

Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.