Five, seven-point Likert-type statements are used to measure the confidence a consumer expresses in knowing how to properly use an object. The objects examined by Meuter et al. (2005) were two kinds of self-service technologies. In the context of co-production, the scale has been viewed as a measure of role clarity (Meuter et al. 2005; Dong, Evans, and Zou 2008).
Four, seven-point Likert-type statements are used to measure the degree to which a consumer believes that use of a certain piece of technology would lead to positive, personal consequences (enjoyment, independence, confidence). The scale was called perceived value in future co-creation by Dong, Evans, and Zou (2008) and was the instrumentality dimension of intrinsic motivation in the study by Meuter et al. (2005).
Five items with a seven-point response format appear to measure perceptions about the ability of sales representatives of an advertising medium to inform and persuade potential clients of their medium's advertising attractiveness. As used by King, Reid, and Morrison (1997), the scale was meant to be completed by respondents knowledgeable with media planning.
