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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

tension

The degree to which a consumer felt rushed and tense during a particular shopping trip to a store is measured with five, seven-point Likert-type items.

How a person reports feeling (affectively) is measured with six, nine-point semantic differentials.

The extent to which a person feels awkward in a certain social context is measured in this scale with three uni-polar items.

The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar items.

With six, five-point, uni-polar items, the scale measures feelings of stress and discomfort one has experienced in some context.

The scale uses three, nine-point uni-polar terms to measure how much a person feels under pressure and worried about something.  The scale is "general" in the sense that the three items composing the scale are not specific to any particular object or event and can be paired with properly written instructions for any number of contexts.

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.

The degree to which thinking about the use of a particular service makes a person feel uncomfortable is measured with four, seven-point Likert-type items.  To be clear, it is not usage of the service itself that causes the anxiety but rather thinking about using it that causes the problem.

This unipolar scale assesses the fear and stress a person reports feeling with respect to some object or experience.  Maheswaran and Meyers-Levy (1990) used seven items while the version used by Winterich and Haws (2011) had four.

A person's negative emotional concern and uneasiness about something is measured in this scale with three uni-polar items.