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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.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Retaliatory Behavior (Complaining for Publicity)

The scale is composed of seven-point Likert-type items intended to measure the extent to which a customer (the first party) who was dissatisfied with a company (the second party) expressed his/her dissatisfaction to an organization (a third party) with the hope that the information would be disseminated to relevant publics (the fourth party).