The degree to which a person believes that a brand's products are modern and visually appealing is measured using three, seven-point Likert-type items.
The extent to which a person views an object as being contemporary and stylish is measured in this scale with three, seven-point unipolar terms.
The various versions of this scale are used to measure the importance of being in fashion, particularly with regard to dress. A four-item version was suggested by Wells and Tigert (1971) and apparently used by Darden and Perreault (1976). Two-and four-item versions were used by Lumpkin and Darden (1982) and Wilkes (1992), respectively. See also the scale used by Schnaars and Schiffman (1984).
The sixteen-item, five-point Likert-type scale measures the intensity of the relationship that a viewer has with the characters and setting of a TV program and the extent to which it affects the viewer's self-identity.
The scale is composed of Likert-type statements measuring the degree to which a consumer views a specified behavior to be consistent with his or her self-image in a specified situation. The similarity between a consumer's self-concept and the image held of the product/behavior is the focus of the measure. Two versions of the scale used three items and five-point response formats whereas another version used five items and a seven-point response scale.
Seven, seven-point Likert-type statements evaluate a person's willingness to do whatever it takes to be the center of attention.
Three, seven-point Likert-type statements are used to measure the degree to which a person views some set of clothes to be preferable to wear in a certain context. The context examined by Sirgy and colleagues (1997) was work.
Sixteen, seven-point Likert-type statements assess a person's concern about clothes as they affect his or her appearance. The scale measures the degree to which a respondent is willing to invest time, money, and effort into clothes and how they will look.
Three, six-point, Likert-type statements are used to measure a person's desire to own clothing of the latest style. See also Hawes and Lumpkin (1984) for some items from this scale combined with items from a fashion opinion leadership scale.
This is a three-item, five-point scale that measures a person's desire to be among the first to own clothing of the latest style.
