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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

enjoyment

The extent to which a person paid attention to and was excited about the first half of a program is measured with eight, five-point items.  The scale appears like it could be used not only with a televised sporting event (as Moorman et al. 2012 did) but also a movie or TV program, and possibly other presentations and events (e.g., lectures, parades, debates).

The degree to which a customer enjoyed the experience of shopping at a particular store, website, mall, etc. is measured in this scale with three, five-point Likert-type items. 

Twenty, seven-point Likert-type items are used to measure how comfortable a person is with touching and being touched by others.   The statements are gender-neutral.  The emphasis is on the importance of physical contact rather than the gender of those who are touching.

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.

A person's evaluation of a movie that he/she has seen is measured in this scale with seven, seven-point Likert-type items.  The scale is general in that it appears to be usable with any movie.  It may be adaptable for use with other forms of visual entertainment as well such as an episode of a TV series, a play, or a sporting event.

A person's attitude toward eating a particular food is measured with four, seven-point items.  The emphasis of the statements is on how tasty the food is expected to be.

A person's enjoyment of puzzles as well as his/her belief that their usage can improve one's analytical ability is measured using three, eleven-point items.

Three, five-point Likert-type items are used to measure how much a person believes the product ads placed within video games are amusing and enjoyable.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

How much a person likes to study math and is confident in his/her mathematical aptitude is measured in this scale with four, seven-point Likert-type items.

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.