The scale measures the likelihood that a consumer will buy a product he/she is knowledgeable of. The measure was referred to as willingness to buy by Dodds, Monroe, and Grewal (1991) as well as Grewal, Monroe, and Krishnan (1998). The version of the scale used by Dodds, Monroe, and Grewal (1991) had five items whereas the ones used by Grewal, Monroe, and Krishnan (1998), Grewal et al.(1998), and Hardesty, Carlson, and Bearden (2002) had three.
Using four statements with a seven-point response format, the scale measures the likelihood that a customer would travel on a certain airline again in the future. Wagner, Hennig-Thurau, and Rudolph (2009) called it loyalty intentions. The scale is phrased hypothetically because participants were responding to a fictional scenario.
This is a three-item, seven-point Likert-type scale that appears to measure one's hypothetical intention to purchase a product which has been advertised in some way that the person considered to be unpleasant or inappropriate.
This is a three-item, seven-point Likert-type scale measuring the self-reported likelihood of shopping at a specified store. Baker, Levy, and Grewal (1992) called the scale willingness to buy.
This scale is composed of three items and is supposed to measure the likelihood that a consumer will buy a product after being exposed to an ad for it. In Bone and Ellen (1992), the product was a fictitious brand of popcorn that respondents were made aware of through mock radio ads.
A three-item, Likert-type scale is used to measure a person's description of his/her intention in a recently completed consumption-related choice activity to select the best product alternative among those available.
This six-item scale measures the degree to which a person indicates an inclination to recommend a business school to others. The scale appears to be intended for a current student of a MBA program.
This four-item, eight-point scale is used to measure a consumer's attitude toward some new product concept.
The three-item, seven-point scale attempts to assess a person's stated likelihood of getting a diagnostic blood test in the future.
A four-item, seven-point Likert-type scale is used to measure the inclination to buy a new product as soon as it is available. There is also a sense of urgency to purchase the product earlier than other people (referents). There are direct and indirect versions of the scale. The difference between the two has to do with whether the items are responded to in the first person (direct version) or the third person (indirect version).
