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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

irritation

Using four, uni-polar items, the scale measures the extent to which a person experienced feelings of resentment and outrage during a particular event.

A person's level of annoyance and possibly anger with another person or action is measured with three, nine-point semantic-differentials.

Eight uni-polar items are used to measure a person's belief that receiving advertising that has been personalized for him/her in some way is unpleasant and disgusting.

Five, seven-point Likert-type items are used in the scale to measure the degree to which a person has taken action to minimize exposure to personalized advertising.

Four items are used in the scale to measure a person's negative opinion of a branded product shown in a television program.  As currently phrased, the items are meant for a report or news-related program.  However, slight editing of the statements could make them amenable for use in other situations, e.g., game shows, situation comedies, movies, etc.

The three, seven-point Likert-type items appear to measure more than just how mad a person is about something.  The emphasis of the items is on an extreme form of anger.  It was referred to as outrage by Gelbrich (2011).

Three, seven-point items measure a consumer's annoyance with the quantity of times a company has contacted him/her.  Although written with respect to e-mail messages, the items appear to be flexible for use with several other forms of contact such as phone calls, text messages, advertisements, and paper mail.

Eight, seven-point Likert-type items are used to measure how much a person reports feeling negative emotions at a particular point in time.  The scale seems to be amenable for use in many contexts but was developed for use with service failures.

A person's tendency to respond angrily and with hostility when provoked is measured in this scale using six, seven-point Likert-type items.

Three items are used in this scale to measure the degree of frustration a person feels with regard to something he/she is thinking about.