Scale Reviews

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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.

Krista Holt

Senior Director, Research & Design, Vital Findings

Anger

Using four, uni-polar items, the scale measures the extent to which a person experienced feelings of resentment and outrage during a particular event.

Key Words

emotions, anger, frustration, hostility, irritation

Newest Scale Reviews

Attachment to the Brand

The extent to which a consumer has an emotional bond and kinship with a particular brand is... read more »

Brand Improvement

With four, seven-point items, the scale measures how much better the most recent model of a... read more »

Fit (Brand With Cause)

The compatibility of a brand and a cause-related organization having some sort of partnership is... read more »

Variety-Seeking Tendency (Brands)

This three item, seven-point Likert-type scale measures the degree to which a customer gets... read more »

The copyrights for the books sold here as well as the individual scale reviews and the website itself are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used without permission but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.

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