I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
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.
