The scale assesses the extent to which a consumer is wary that a store is gathering his/her personal information and using it for business purposes. The scale was used by Demoulin and Zidda (2009) with respect to a loyalty card issued by a store, thus, they referred to the measure as perceived risk associated with the new loyalty card.
Three, seven-point uni-polar items are used in this scale to measure a person's fear-related response to an advertisement.
A person's negative emotional concern and uneasiness about something is measured in this scale with three uni-polar items.
Five, nine-point Likert-type items are used in this scale to measure the degree to which a person was concerned and worried during a recent purchase decision that he/she would later determine that the selected product was not the best choice. This scale appears to be akin to aspects of post-purchase dissonance.
The scale has four, seven-point Likert-type items that measure the degree to which a person is fixated on the negative consequences of his/her decisions rather than the positive.
Four semantic differentials with a seven-point response format are used to measure a person's emotional reaction being characterized by feelings of worry and anxiety.
Four, seven-point Likert-type statements are used to measure the degree to which a consumer expresses apprehension of technology and avoiding its usage. This construct is sometimes referred to by the more provocative term technophobia (e.g., Brosnan 1998; Rosen, Sears, and Weil 1987).
The scale is composed of four, seven-point Likert-type statements that measure a consumer's thoughts about the degree to which he/she avoids taking risks in life.
Four, nine-point semantic differentials are used as an overall measure of a person's perceived risk with regard to some stimulus (product, event, behavior, etc.).
Five, four-point items are purported to measure the high activation (tension arousal) a person is experiencing at some point in time.
