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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

fear

The extent to which a person currently feels anxious and nervous rather than calm and relaxed is measured with eight, seven-point uni-polar items.

The extent to which a person considers some particular object as being weird and creepy is measured with three, seven-point items.

The scale has eight items that measure how much a person is bothered by things related to death and disconnected body parts.  (Most of the items have some connection to death and all but one of the items refer to human bodies or parts.) 

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.