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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.
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University of Antioquia, COLOMBIA

Contempt

A three-item, five-point scale is used to assess a person's experience with the contempt-related emotion. 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 emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) while phrases based on those same items were used by Allen, Machleit, and Kleine (1992).

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