The scale measures the likelihood that a consumer will buy a product he/she is knowledgeable of. The measure was referred to as willingness to buy by Dodds, Monroe, and Grewal (1991) as well as Grewal, Monroe, and Krishnan (1998). The version of the scale used by Dodds, Monroe, and Grewal (1991) had five items whereas the ones used by Grewal, Monroe, and Krishnan (1998), Grewal et al.(1998), and Hardesty, Carlson, and Bearden (2002) had three.
The perceived attractiveness and appeal of an object is measured in this scale using three, seven-point semantic differentials.
A three-item, seven-point semantic differential scale is used to measure the degree to which one evaluates a stimulus (such as a product) as being desirable and appealing.
The three-item, five-point scale measures the degree to which a person describes him/herself as being competitive and as having a strong desire to win.
A three-item, seven-point scale is used to measure the level of picture quality a consumer would like in a camera. The desire construct is supposed to be distinct from expectations because the former relates to beliefs about ''ideal'' product performance that lead to achievement of higher-level values whereas the latter are beliefs about performance benefits that will occur with a specified focal brand but may be short of what is ''ideal'' (Spreng and Olshavsky 1993, p. 172). Thus, desires imply higher standards than expectations.
A three-item, seven-point scale is used to measure the level of similarity in beliefs a consumer has toward a particular camera. Desires congruency refers to the result of the comparison made by a consumer of his/her desire for ''ideal'' product performance and the perceived actual performance of some focal brand.
A three-item, five-point Likert-type scale is used to measure the frequency with which a consumer buys something not so much because of a desire for the product itself but as a desire to engage in purchase activity. The scale was called object attachment by O'Guinn and Faber (1989; Faber and O'Guinn 1992).
A three-item, seven-point scale is used to measure the perceived likelihood that a particular brand of soft drink has several certain characteristics that are typically considered to be desirable.
This is a seven-item, seven-point semantic differential used to measure a person's attitude toward a product, with an emphasis on evaluation of its taste. The scale is most appropriate for use with a beverage.
This scale uses three, six-point Likert-type items to measure the degree to which a person expresses enjoyment with regard to a particular activity.
