The extent to which a person desires a unique identity, distinct from others, is measured in this scale using three, seven-point Likert-type items.
The purpose of this three item, seven-point scale is to measure the degree to which a person noticed there being differences among alternatives he/she was exposed to. The scale was called familiarity by Mogilner, Rudnick, and Iyengar (2008).
Three, nine-point Likert-type items are used to measure the degree to which a consumer believes that a particular brand is different from other brands. Zhou and Nakamoto (2007) referred to the scale as perceived differentiation.
The scale is composed of three, nine-point semantic differentials and measures the extent to which a person believes there are differences among some specified set stimuli. As used by Gürhan-Canli (2003), the stimuli were different products within the same brand family and the perceived difference in quality among those products was being examined.
The scale is composed of three, nine-point semantic differentials and measures the degree to which a person believes some features are shared by a specific set of objects or are generally shared among a wider set of objects.
The four, five-point Likert-type statements measure the degree to which a person believes the services provided by competing providers in an industry vary a lot in their quality. If reversed from the way the items are shown being scored (below), the scale could be considered a measure of parity.
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 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 degree of similarity a consumer believes there to be between two brands based on image and features is measured using five, nine-point statements.
The scale is composed of three, seven-point Likert-type statements that measure the degree to which a person believes that for a certain product category, different brands are easy to distinguish, primarily due to the conspicuousness of their brand names. DelVecchio and Smith (2005) referred to the scale as social risk - brand prominence.
