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Scale Reviews

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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

Affective Response (Negative)

Fifteen five-point descriptors are used to measure a person's overall negative emotional reaction to some stimulus. The scale is a combination of three subdimensions: anger, fear, and discouragement. A five-item, seven-point scale very similar to the anger subdimension was used by Nyer (1997).