A four-item, seven-point Likert-type scale is used to measure the degree to which a person reports desiring to know more about a specified object. The scale was referred to by Machleit, Allen, and Madden (1993) as brand interest.
This four-item, six-point Likert-type scale is supposed to measure the degree to which a person views a specified activity or experience as being novel and arousing curiousity. This scale was called arousal by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.
Four, seven-point Likert-type items are used to measure a person's curiosity and fascination with a particular retail business.
Three, seven-point Likert-type items are used to measure the degree to which a person reports wanting to know more about a particular brand after having been exposed to an advertisement about it. The scale was called curiosity by Smith, Chen, and Yang (2008).
Three, seven-point Likert-type items are used to measure the degree to which a person says that browsing a website stimulated his/her curiosity. The scale was referred to as the curiosity subfactor of a second-order construct that Wang et al. (2007) called flow. While this factor and the others measured by Wang et al. (2007) might be viewed as a set as composing flow, they do not individually appear to measure flow. Given this, they are not called flow here.
The degree of openness one has in general toward stimuli that are puzzling, indefinite, or less than clear is measured using this twelve-item, seven-point Likert-type scale.
The scale measures the degree to which a consumer shops in order to gather information and stay informed about trends and what is available. The measure is composed of three items that utilize a seven-point Likert-type response format. The scale was called idea shopping by Arnold and Reynolds (2003).
Six, nine-point statements are used to measure the value placed by a person on independent thought and action.
The scale has three, seven-point statements that are intended to measure the degree to which a person wants to see a set of ads. Unlike some other measures of ad interest and involvement, this scale focuses on the ads associated with a specific ad vehicle rather than a person's interest in one particular ad or all ads in general.
The scale is composed of five, five-point statements that attempt to capture a consumer's motivation to explore different ways of using a product. Although the product examined by Shih and Venkatesh (2004) was a computer, the statements might be usable with other product categories as well.
