The scale measures the degree to which a person holds beliefs consistent with a form of Christianity referred to as Evangelical. The scale is composed of nine, nine-point Likert-type items. Those scoring high on the scale would, for example, believe that their salvation is based on their acceptance of Jesus Christ as their savior rather than earning it with their own effort.
A three-item, seven-point summated rating scale is used to measure one's belief that a specified product attribute is possessed by the products sharing the same brand name (the family brand). The attributes studied by Loken and John (1993) were gentleness and quality.
A three-item, seven-point scale is used to measure the level of disconfirmation in beliefs a consumer has toward a particular camera. Disconfirmation refers to the results of the comparison made between expected product performance and actual performance.
A three-item, seven-point scale is used to measure the level of similarity in beliefs a consumer has toward a particular camera. Desires congruency refers to the result of the comparison made by a consumer of his/her desire for ''ideal'' product performance and the perceived actual performance of some focal brand.
A three-item, seven-point scale is used to measure the level of picture quality a consumer would like in a camera. The desire construct is supposed to be distinct from expectations because the former relates to beliefs about ''ideal'' product performance that lead to achievement of higher-level values whereas the latter are beliefs about performance benefits that will occur with a specified focal brand but may be short of what is ''ideal'' (Spreng and Olshavsky 1993, p. 172). Thus, desires imply higher standards than expectations.
A ten-item, seven-point Likert-type scale is used to measure the degree of subtly degrading and derogatory opinions held by a person toward blacks in general. The items suggest that blacks are socially, morally, and/or educationally backward.
A five-item, seven-point scale is used to measure the extent to which several statements that are made about the features of a specified brand of film camera are considered to be true.
Five, seven-point statements are used to measure the degree to which a person believes a specified brand of shampoo has certain characteristics.
A three-item, seven-point scale is used to measure the perceived likelihood that a particular brand of soft drink has several certain characteristics that are typically considered to be desirable.
A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.
