Five, seven-point, Likert-type items are used in this scale to measure the degree to which a person describes him/herself as independent from others and self-sufficient, qualities that are part of a male's socialization in many cultures.
Twenty statements are used to measure the extent to which a person feels self-confident and self-assurred.
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.
