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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Shopping Guilt

This three-item, five-point, Likert-type summated ratings scale is used to measure the frequency with which a consumer reports experiencing shame or remorse after shopping. The scale was referred to as remorse by O'Guinn and Faber (1989).