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Testimonial

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.
Dr. Terry Childers
Iowa State University

mood

The 40 Likert-type items composing this scale are purported to measure the strength with which a person experiences his or her emotions. 

Five, seven-point unipolar items are used to measure a person's emotional reaction to some stimulus with an emphasis on several "negative" feelings.

The scale attempts to measure the degree to which a person who has just been exposed to some stimulus describes his/her emotional response in negative terms such as sadness and anger. The stimulus used in the study conducted by Price, Arnould, and Tierney (1995) was a river rafting trip. In the study by Coulter (1998) the stimulus was a TV program.

Five, seven-point descriptors are used to measure the degree to which a person reports feeling an upsetting, unhappy emotional reaction to some stimulus.

In both versions described here, the scale is composed of three items measuring the degree to which a person describes feeling a sense of depression. Phrasing of the scale was such that it measures a respondent's emotional reaction to a stimulus rather than the attitude toward the stimulus itself. The version of the scale used by Lacher and Mizerski (1994) used a six-point response format whereas Richins's (1997) version used four points.

Five one-word positive descriptors are used to measure a person's affective reaction to some stimulus. These descriptors are moderate in intensity as described subsequently.

Five one-word positive descriptors are used to measure a person's affective reaction to a stimulus. These descriptors suggest strong intensity and, as such, appear to represent emotions rather than less-intense sentiments.