Using four, seven-point items, this scale measures a consumer's ability to explain the reasons why a particular brand or type of product is preferred.
The three item, nine-point Likert-type scale measures the relative ease a consumer experienced in selecting one product from among several and confidence that the decision could be explained to someone who questioned it. The scale was called justifiability by Heitmann, Lehmann, and Herrmann (2007).
Three, seven-point statements are used to measure how easily a person completed a task in which he/she was supposed to provide reasons for doing something. In Tybout et al. (2005), subjects were asked to give potential reasons for driving a particular car.
