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.
emotions
The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar items.
The four, seven-point Likert-type items are used to measure a customer's level of doubt regarding the negative consequences for him/her due to the reduction in workforce being conducted by a business with which the customer has a relationship.
The level of intensity and activity a person reports feeling while playing a particular game is measured in this scale with three, seven-point items.
The degree to which a person expresses enjoyment with respect to playing a particular game is measured in this scale with three, seven-point Likert-type items.
The scale is composed of three, seven-point Likert-type items that measure how much a customer regrets having purchased a product from a particular retailer.
A person's strong negative reaction to a decision or action taken by a church is measured using three, seven-point Likert-type items. Although two of the items use the term "church," they could be easily modified for use with a variety of organizations, religious or not.
Four, five-point Likert-type items are used to measure the degree to which a customer expresses feeling pleasure from participating in the service process. Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused.
The scale uses three, seven-point Likert-type items to measure the level of anger a person typically experiences upon learning that a person or group of people have been hurt in some way by others.
A person's anticipation of experiencing guilt-related feelings if he/she engages in a certain action is measured with three items.
Using six, seven-point uni-polar items, the scale measures the extent to which a person reports feeling attacked verbally in the sense of his/her image being maligned.
