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Channel: Marketing Scales - sadness
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Guilt

Four, five-point unipolar items are used in this scale to measure one’s feelings of shame and remorse.

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Guilt

The extent to which a person reports feeling sorry and blameworthy for something is measured with three, seven-point semantic-differentials.

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Mood (Global)

How a person reports feeling (affectively) is measured with six, nine-point semantic differentials.

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Guilt

The degree to which a person feels responsible and sorry for a particular incident is measured with four, seven-point Likert-type items.

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Affective Response (Negative)

The scale is composed of six, nine-point uni-polar items that measure one’s expressed level of unfavorable feelings.  While the scale appears to be amenable for use in a wide variety of

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Affective Response to the Object

How positively or negatively a person feels about an object is measured with ten, five-point items.  Unlike many, if not most, measures of affect, the items in this scale are full sentences ra

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Disappointment (Anticipated Choice)

With four, seven-point items, the scale measures how much a person believes that he/she will feel unhappy and powerless if there is a failure to experience what was expected with regard to a produc

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Regret for Actions Taken

The extent to which a person wishes he/she did not engage in certain behaviors against a specified person or entity is measured with three items.  (Although not explicitly stated in the items,

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Dejection

How much a person reports feeling emotions related to disappointment and discouragement at some point or period of time is measured with four, seven-point uni-polar items.

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Emptiness

The scale is composed of three, seven-point Likert-type items that measure the degree to which a person experiences a psychological void and hollowness most likely because one’s life does not

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