The Marketing Scales Handbook is indispensable 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
Nine-point semantic-differentials are used to measure how envious and frustrated a person feels with respect to another person.
The degree to which a person felt bad at a point in time, with an emphasis on guilt, is measured with three, nine-point uni-polar items.
A person's level of annoyance and possibly anger with another person or action is measured with three, nine-point semantic-differentials.
The degree of difficulty a person reports having when writing about a particular experience he/she has had is measured using four, nine-point Likert-type items.
Four, seven-point items are used to measure the degree to which a person believes an advertisement was pleasing. Given that one of the items has the phrase "to watch," the scale is most appropriate for commercials in video form rather than those in print or audio only.
The extent to which a person feels a sense of achievement having played a game and performed well is measured with three, seven-point Likert-type items.
Using three semantic differentials, the scale measures the degree to which something is viewed as caring and unselfish. The items are most suited for describing a person but might in some contexts be applied to an entity such as a business, charity, or government.
The level of fatigue a person feels after engaging in an exercise is measured in the scale with three, seven-point items.
With four, seven-point items, this scale measures how fully a person understands a particular experience he/she has had in terms of why it was chosen and the reasons it was liked/disliked.
The extent to which a person feels awkward in a certain social context is measured in this scale with three uni-polar items.
