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.
guilt
How much a person anticipates that if a particular meal is eaten then he/she would feel bad and sorry about it afterwards. A three- and a four-item version are discussed. Each item has its own unique semantic differential and a 101-point sliding scale.
The degree to which a person experiences negative emotions and thoughts for throwing away something in particular is measured with three, seven-point Likert-type items. The scale may make most sense to use in contexts where the person is aware of alternatives for disposing of the item, particularly recycling.
Multiple versions of a seven-point Likert-type scale measure the degree to which a person believes he/she would feel guilty and irresponsible about withdrawing money from savings that was set aside for some purpose.
The degree to which a person feels responsible and sorry for a particular incident is measured with four, seven-point Likert-type items.
The extent to which a person reports feeling sorry and blameworthy for something is measured with three, seven-point semantic-differentials.
The scale measures the degree to which a consumer anticipates feeling wrong if he/she does not purchase a product that is linked in some way to helping a particular charity. Three, eleven-point Likert-type items compose the scale.
Rather than focusing on guilt-related feelings, this scale uses four items to measure a person's cognitive appraisal of his/her failure to donate responsibly.
Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.
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.
How ashamed and worthy of blame a person felt at some point in time is measured in the scale with five, seven-point uni-polar items.
