A four-item, seven-point Likert-type scale is used to measure the degree to which a person who has filled out a questionnaire believes his/her responses will remain anonymous.
Five, five-point Likert-type items measure the degree to which a person believes that a business has professional standards that guide its activities and which the person likes.
Three bi-polar adjectives are used in this scale to measure the perceived propriety of some object or situation.
The scale attempts to assess the degree to which a consumer views a brand as having personality-like characteristics typified by facets such as being down-to-earth, honest, wholesome, and cheerful.
It is a three-item, five-point Likert-type summated ratings scale measuring the degree to which a person expresses a positive attitude toward advertising in general, particularly in the sense of it being credible and useful.
Three Likert-type items are used to measure a person's attitude towards a website with an emphasis on the confidence placed in the site.
