This scale is composed of five, five-point items that are intended to measure the likelihood of a customer reacting to a service failure by expressing his/her anger to the service employee(s) with hostile gestures or threats of violence.
The scale measures the likelihood that a consumer will buy a product he/she is knowledgeable of. The measure was referred to as willingness to buy by Dodds, Monroe, and Grewal (1991) as well as Grewal, Monroe, and Krishnan (1998). The version of the scale used by Dodds, Monroe, and Grewal (1991) had five items whereas the ones used by Grewal, Monroe, and Krishnan (1998), Grewal et al.(1998), and Hardesty, Carlson, and Bearden (2002) had three.
A person's concern for the environment and willingness to work toward its protection are measured in this scale with four, seven-point Likert-type items.
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
Three, five-point items are used to measure the degree to which a child views him/herself as an opinion leader for friends in some product category and does so by being a source of information and influence.
Four, seven-point Likert-type items are used in this scale to measure the degree to which a consumer shops online because of the ability to do it more anonymously than in retail stores.
Four, five-point items compose the scale and measure the degree to which a customer has reacted to a service failure by considering retribution and possibly taken action against the business or its employees.
Four, seven-point Likert-type items are used in this scale to measure a person's motivation to disengage from interacting with a business. The reason for the avoidance is not stated in the scale but will need to be provided somewhere in the instrument to frame the questions for respondents.
A person's expressed likelihood of donating time and effort to a charity is measured in this scale using three, seven-point items.
With five, seven-point Likert-type items, this scale measures a person's motivation to engage in activities that are expected to hurt the business which the respondent believes is responsible for some sort of damage.
