Four, five-point Likert-type statements are used to measure the extent that one expresses positive beliefs and affect toward TV commercials, particularly as it helps a user of a product feel connected to it.
This is a three-item, five-point scale assessing a person's experience with the surprise-related emotion. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) and phrases based on those same items were used by Allen, Machleit, and Kleine (1992).
The scale is composed of four, five-point Likert-type items that are intended to measure the degree to which a customer believes that a certain service provider and its customers match his/her self-concept.
The scale is composed of seven, seven-point statements that are intended to measure the degree to which a person wants to avoid being identified with a certain brand. The scale was called private self-disidentification by White and Dahl (2007).
The scale measures the extent to which a viewer believes that the role played by a product in a show (TV, movie, play) was pertinent to the story line.
Four Likert-type items are used to measure the degree to which a person believes that a product that is advertised within a video game is related in some way to the nature of the game. The items in the current version of the scale were developed for use with a racing game and will need to be modified somewhat for use with other types of games.
The seven item, seven-point semantic differential scale measures the degree to which a person views two entities as being congruent. In the case of Becker-Olson (2003), the scale was used to measure how well a company is representative of a certain industry. In contrast, Simmons and Becker-Olsen (2006) assessed the fit between a firm and a charitable cause.
The scale is composed of seven, seven-point Likert-type statements that measure the perceived level of similarity and fit between brands from two different companies.
Seven-point, Likert-type statements are used to measure the degree to which a person perceives there to be a relationship between an endorser and a product, such that the pairing of the two is viewed as a "good fit." This measure was referred to as relatedness by Sengupta, Goodstein, and Boninger (1997).
Three, seven-point Likert-type items are used to measure the degree to which a person believes that an endorser is similar to him/herself.
