A person's tendency to respond angrily and with hostility when provoked is measured in this scale using six, seven-point Likert-type items.
Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.
The three-item, five-point scale measures the degree to which a person describes him/herself as being competitive and as having a strong desire to win.
The scale is purported to capture a person's frustration and irritation with a stimulus. In the studies by Taylor (1994; Taylor and Claxton 1994), a seven-point, seven-item scale was used. As a result of the studies by Richins (1997), a four-point, three-item scale was developed. In the studies conducted by Argo, Dahl, and Morales (2006), five, seven-point items were used.
Three unipolar items with a seven-point response format are used to measure the degree to which a person describes something as having a quality that indicates a lack of power and authority.
This is a 15-item, Likert-type scale purported to measure a consumer's expressed tendency to stand up for his/her rights with marketers and their representatives. The scale covers three interaction situations: resisting requests for compliance, requesting information or assistance, and seeking redress. An 11-item version of the scale translated into Dutch was used by Richins (1987).
This is a 30-item, Likert-like scale purported to measure a person's expressed tendency to speak up for his/her "rights" in social situations, some involving marketers, others not. Rathus (1973) used a six-point response scale in his work. Richins (1983) did not specify the number of points on the response scale she used nor whether the full scale or the abbreviated version was used.
