The coherence of a brand's meaning and one's ease in understanding it is measured in this scale using five, seven-point items. The scale was referred to as perceived understanding by Lee and Shavitt (2009).
The perceived difficulty a person has had in processing a message (e.g., advertisement, instructions, request) is measured in this scale using three, seven-point semantic differentials. The scale was called fluency by White and Peloza (2009)
This three item, seven-point scale measures a consumer's ease of making purchases within a product category because of his/her established, prepurchase preference.
Five, seven-point semantic differentials are used to measure the degree to which a stimulus (or task) requires a person to devote high level of cognitive effort to process (or complete).
A 35-item, seven-point Likert-like scale is used to measure the clarity of mental images a person is able to evoke. This measures a person's general ability to imagine several types of sensations and is not limited to a particular sense or stimulus. It has been referred to by various names, but most of them include the original creator's name (Betts).
The items in this scale are purported to measure the degree to which a stimulus has evoked clear and relevant images in a person.
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).
Seven, seven-point Likert-type items are used in this scale to measure the extent to which a person engages in behaviors to manage the quantity and quality of information exchanged in conversations with others. The scale was called information control by Mittal, Huppertz, and Khare (2008).
This scale uses three items to measure the degree to which a person expresses an understanding of their product/brand preference and can explain it. The scale was called understanding of preference by Kramer (2007).
Three items are used to measure the degree to which a person views an organization as presenting a clear, understandable image of itself and what can be expected of it.
