A 30-item true-false scale is used to measure the extent to which a person expects to be evaluated negatively by others and avoids evaluative situations. A person scoring high on this scale should not necessarily be assumed to have a negative self-image. The measure was referred to as Fear of Negative Evaluation (FNE) by the originators (Watson and Friend 1969) as well as Bearden and Rose (1990).
Three, five point statements are used to measure the degree to which a person expresses the possibility of smoking, even a little bit, in the unspecified future.
The scale is composed of eleven, five-point Likert-type statements that are intended to measure the extent to which a person has a propensity to engage in social comparison. The full formal name of the scale is the Iowa-Netherlands Comparison Orientation Measure.
Four, five point statements are used to measure the degree of importance a person places on being accepted by others his/her own age. Given the phrasing of several of the items, especially #3, the scale is most appropriate for use with teenagers.
Three, five point statements are used to measure the degree to which a person expresses the possibility of smoking, even a little bit, in the unspecified future.
The scale is composed of three, five point statements that assess the extent to which a person feels capable of rebuffing the attempts of others to get him/her to smoke. The scale was called self-efficacy at refusing cigarette offers by Pechmann et al. (2003).
The scale is composed of eight Likert-type statements measuring the degree to which a person expresses the motivation to consume unique consumer products that few others possess. The scale was called desire for unique consumer products (DUCP) by Lynn and Harris (1997).
The extent to which a person expresses the motivation to be different from other people is measured with 32 Likert-type statements. The NFU scale approaches motivation in a positive way rather than treating it negatively such as with mal-adaption or deviancy.
The scale has three, forced choice statements used to measure the degree to which a parent believes a child should obey school teachers and rules. This was referred to in some of the studies as values conformity.
Thirty-one, five-point, Likert-type statements are used to assess a trait having to do with a consumer's motivation to purchase and own products that help provide a sense of distinctiveness from other people. The construct can be viewed as a desire for counterconformity for the purpose of enhancing one's personal and social identity. Visual communication of uniqueness is stressed in the scale rather than verbal. The creators of the scale (Tian, Bearden, and Hunter 2001) referred to it as CNFU (consumer's need for uniqueness).
