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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

fear

With six, nine-point Likert-type items, the scale measures the level of emotional discomfort that was experienced when a stimulus evoked thoughts about one’s morality.

How much a person feels worried and anxious after exposure to an advertisement is measured with three, seven-point items.

How positively or negatively a person feels about an object is measured with ten, five-point items.  Unlike many, if not most, measures of affect, the items in this scale are full sentences rather than semantic differentials.  The sentences are easily modified for a variety of objects.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

With five, seven-point items, the scale measures a person’s motivation to hide his/her socially-relevant mistakes and weaknesses.

The tendency to worry about what other people think of oneself is measured with 12, seven-point items.

Four, seven-point semantic differentials are used in this scale to measure the level of fear that has been evoked by some stimulus.

The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar 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.

The degree to which a person experiences strong, negative affective responses to the expectation or occurrence of unpleasant events is measured with seven items.