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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

regret

The extent to which a person wishes he/she did not engage in certain behaviors against a specified person or entity is measured with three items.  (Although not explicitly stated in the items, the implication is that the actions taken were negative in some way.)

The four, seven-point items in the scale measure how much a person anticipates before making a product choice that he/she will feel personally responsible and unhappy if a poor option is selected.  More specifically, the items are phrased such that the focus is on making the choice based on how the options vary on one critical product attribute. 

Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.

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. 

The scale has three, seven-point Likert-type items that measure the degree to which a person is not pleased with the features he/she choose while customizing a product and would feel better if given the chance to change them.

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.

Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.