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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


Three, five-point items are used to assess a person's anger-related emotions. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time, or they can be adjusted to measure the frequency with which a person has experienced the emotional trait during some specified time period. One-word items were used in the studies by Bougie, Pieters, and Zeelenberg (2003) and Westbrook and Oliver (1991) while phrases based on those same items were used by Allen, Machleit, and Kleine (1992).

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