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Lecturer in Marketing, University of Malta

Fear

This three-item, five-point scale is used to assess a person's experience with the fear-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) and phrases based on those same items were used by Allen, Machleit, and Kleine (1992).