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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Guilt from Eating the Meal (Expected)

How much a person anticipates that if a particular meal is eaten then he/she would feel bad and sorry about it afterwards.  A three- and a four-item version are discussed.  Each item has its own unique semantic differential and a 101-point sliding scale.