Using three, seven-point bi-polar phrases, the scale measures whether a person believes something that occurred was under his/her control or, instead, was caused by the company providing the service.
Using three, seven-point bi-polar phrases, the scale measures the degree to which a person believes something that occurred was under the control of a particular company.
The scale has three, seven-point Likert-type items that are used to measure the degree to which a customer believes a company has done something unexpected that has damaged their relationship.
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).
This three-item, seven-point Likert-like scale can be used to measure the likelihood that a consumer would base his/her purchase decision on first-hand experiences with the product. The measure was referred to by Murray (1985) as direct observation/trial.
This five-item scale is purported to measure the perceptions of quality that a consumer has about a product he/she is knowledgeable of. The measure was referred to as perceived quality indicators by Dodds, Monroe, and Grewal (1991).
This is a three-item, five-point scale measuring the purchase-related importance of the belief that a specified product may not be enjoyed after its purchase as much as expected.
A three-item, seven-point summated ratings scale measuring the level of picture quality a consumer expects in a particular camera. Expectations are supposed to be distinct from desires because the latter relates to beliefs about ''ideal'' product performance that led to achievement of higher-level values whereas the former 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 a higher standard than do expectations.
A three-item, seven-point scale is used to measure the level of disconfirmation in beliefs a consumer has toward a particular camera. Disconfirmation refers to the results of the comparison made between expected product performance and actual performance.
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.
