The complexity of a certain task is measured in this scale with three, seven-point bi-polar adjectives. The task that was evaluated in the study by Sprott, Czellar, and Spangenberg (2009) was a survey (how complicated it was to answer).
The scale is composed of three, seven-point Likert-type items intended to measure the ease with which a person reports being able to order and pay for products at a particular website.
The ease with which a person reports being able to get around a website and find what is wanted is measured using four, seven-point Likert-type items.
Using four, seven-point items, this scale measures a consumer's ability to explain the reasons why a particular brand or type of product is preferred.
The perceived difficulty a person has had in processing a message (e.g., advertisement, instructions, request) is measured in this scale using three, seven-point semantic differentials. The scale was called fluency by White and Peloza (2009)
This three item, seven-point scale measures a consumer's ease of making purchases within a product category because of his/her established, prepurchase preference.
Five, seven-point semantic differentials are used to measure the degree to which a stimulus (or task) requires a person to devote high level of cognitive effort to process (or complete).
A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative difficulty involved in making a choice decision using an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.
Four statements with a seven-point Likert-type response format are used in this scale to measure the degree to which a person reports being uneasy with the use and understanding of technology.
Seven, seven-point Likert-type items are used to measure the degree of interactivity a person believes there to be in a particular computerized interface such as the type used in self-service contexts for monetary transactions, self-help, or customer service.
