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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 to the Object

How positively or negatively a person feels about an object is measured with ten, five-point items.  Unlike many, if not most, measures of affect, the items in this scale are full sentences rather than semantic differentials.  The sentences are easily modified for a variety of objects.

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