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Scale Reviews

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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

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).