An eight-item scale capturing the intensity of consumer anger, with items spanning both high-arousal indignant anger and lower-arousal expressions of dissatisfaction and betrayal. The first three items are phrased as first-person emotional state descriptors, while the remaining five are single-word emotion labels rated on a describes poorly/describes well continuum. Developed in a price fairness context, the scale is sensitive to the moral dimension of anger (outrage, indignation) that emerges when consumers perceive unjust treatment.
Semantic differential (describes poorly / describes well)
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates from independent samples: α = .90 (experiment) and α = .88 (field study) — Gelbrich (2011). VALIDITY: CFA provided evidence of convergent and discriminant validity; AVEs were .87 (experiment) and .85 (field study). MIXED FORMAT: Items 1–3 are full declarative statements; items 4–8 are single-word descriptors. All items rated on the same semantic differential response scale anchored at 'describes poorly' and 'describes well'. Data were collected from German university students; scale may require retesting in English-speaking samples. Developed in the context of price inequality and advantaged consumers; application to service failure or product dissatisfaction contexts should be treated as an extension.
Gelbrich, Katja (2011). I have paid less than you! The emotional and behavioral consequences of advantaged price inequality. Journal of Retailing, 87(2), 207–224.
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