The Marketing Scales Handbook is indispensable 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.
happiness
With three, seven-point unipolar items, the scale measures the degree to which a person has experienced appreciation and thankfulness. The focal time period or event is not stated in the items themselves and should be specified in the instructions.
How much a person believes he/she and a partner had a strong and happy interaction at a certain time in the past is measured with five, seven-point Likert-type items. The time period is not specified in the items and should be stated in the instructions.
How much a person expresses an inability to continue his/her life and be happy if certain disturbing thoughts or feelings are experienced.
With four, seven-point Likert-type items, the scale measures how much a person felt good and had a warm feeling about using a particular object.
The scale measures a person’s motivation to have a lot of things because of the belief it will bring happiness. A three-item scale and a five-item version are described. The latter emphasizes that the desire is felt at the moment.
With five, seven-point items, the scale measures how much a person feels happy and proud after having made an altruistic-related choice.
Composed of three, seven-point items, the scale measures how much a person believes that the current day's weather is making him/her and other people feel good.
The scale measures how pleased a person is with the sales-related services provided by some salespeople who worked together in some capacity during a customer encounter. The measure is composed of three, nine-point items.
With four, seven-point Likert-type items, the scale measures how much a person experiences positive affect while dealing with a branded product in a game. The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.
How much a person reports feeling happy and content as opposed to sad and depressed at a particular point in time is measured with eight, seven-point uni-polar items.
