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.
empathy
The scale uses three, seven-point Likert-type items to measure how strongly a person believes that an employee has engaged in behaviors to politely and attentively address a customer’s concerns (unspecified).
A person’s tendency or ability to consider the point of view of other people is measured with seven items.
With four statements, the scale measures a customer’s belief that a particular service provider makes an effort to anticipate and understand his/her unique needs and expectations.
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.
The four, seven-point items composing this scale attempt to measure a person's trait-like tendency to feel compassion and/or sympathy for others, particularly those who are suffering.
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.
The scale has three, seven-point Likert-type items intended to measure a person's positive reaction to another person's nonverbal expression of emotion.
A person's negative reaction to the nonverbal expression of emotion by another person is measured in this scale with three, seven-point Likert-type items.
The tendency for a person's emotions to be adjusted, possibly subconsciously, to match those of another person is measured in this scale with eight, seven-point Likert-type items.
The scale is composed of seven-point Likert-type items that are intended to measure how much a person believes he/she is affected by what others are feeling and experiencing.
