This four-item, seven-point Likert-type scale is used for measuring the belief that if a new product were purchased it would be noticed by a reference group important to the consumer.
The scale is composed of five, seven-point Likert-type statements that measure the degree to which a person believes that a certain product is "public" in the sense that if he/she were to purchase and use it others would be aware of it. DelVecchio and Smith (2005) referred to the scale as social risk - evaluation by others.
Using three, seven-point Likert-type statements, the scale measures the degree to which a person believes important referent people expect him/her to use a product. Nysveen, Pederson and Thorbjørnsen (2005) used the scale with services but it appears to be amenable for use with goods as well.
The scale is composed of thirteen, six-point statements measuring the degree to which a person looks to others to determine how to behave and desires to act in accordance with group norms. This measure was called Attention to Social Comparison Information (ATSCI) by Lennox and Wolfe (1984). A three-item variation of the scale was created by Ailawadi, Neslin, and Gedenk (2001).
Four, seven-point Likert-type statements are intended to measure the degree to which a behavior is expected of someone and is part of the social norms within which that person operates. The behaviors compared by Houston and Walker (1996) were the sending of different types of greeting cards.
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).
