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Scale Reviews

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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


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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