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.
Disgust
Four unipolar items are used to measure the degree to which a person has experienced a feeling of abhorrence because of a certain stimulus that is viewed as being physically dirty or unsanitary. In the studies conducted by Argo, Dahl, and Morales (2006), the stimulus that respondents reacted to was putting on a t-shirt that was perceived to be "contaminated" by being previously worn by one or more strangers. In the studies by Morales and Fitzsimons (2007) the participants were reacting to a package of cookies that had touched a package of feminine napkins.
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