Seven unipolar items with a seven-point response format are used in this scale to measure the level of annoyance and aggravation a person reports with respect to some specified object (e.g., person, ad).
The seven point semantic differential scale measures a person's beliefs concerning the time and effort involved in a specified activity. The activity examined by Dabholkar (1994) was ordering in a fast-food restaurant and two options were compared: touch screen ordering versus verbally placing the order with an employee. Dabholkar and Bagozzi (2002) just examined the touch screen option.
The scale is composed of three, seven-point uni-polar descriptors that are used to assess the degree to which a person reports being dissatisfied with some stimulus. As used in the studies cited below, the stimulus was a service experience.
The scale is composed of six, nine-point Likert-type items that measure the degree of pleasure a person reports feeling during a recent experience which heavily involved the person's creativity.
This Likert-like scale is purported to measure the degree of confusion experienced by a viewer of a TV commercial.
Three, nine-point Likert-type items are used to measure the extent to which a customer is mad at a service provider due to an experience that has occurred. As phrased by Bonifield and Cole (2008), the statements were hypothetical because the subjects in their study were asked to respond to an incident in a video they watched. Simple rephrasing of the items by dropping the word "would" enables them to be used when customers have actually experienced something (i.e., when it is not hypothetical).
The scale is purported to capture a person's frustration and irritation with a stimulus. In the studies by Taylor (1994; Taylor and Claxton 1994), a seven-point, seven-item scale was used. As a result of the studies by Richins (1997), a four-point, three-item scale was developed. In the studies conducted by Argo, Dahl, and Morales (2006), five, seven-point items were used.
The degree to which a person expresses pessimism regarding life and feeling disconnected from the social system is measured in this scale with six, seven-point Likert-type items.
This scale uses five items with a seven-point response format to measure how frequently a person engages in behaviors to limit exposure to advertising. Since the individual items refer to ads in five different media, scores on the scale give a sense of the person's overall ad avoidance behavior.
The scale is composed of three, seven-point semantic differentials that measure the degree to which a person feels that there is not enough time available to perform a specific task. In the study by Suri and Monroe (2003), the scale was used with subjects who had been asked to evaluate some product-related information in a certain period of time.
