Four, seven-point items are used to measure how distinct and unexpected a particular object is viewed to be. As used by Kim, Han, and Yoon (2010), the object was an advertisement.
This is an 80-item, five-point, Likert-type scale. The scale is intended to capture a person's tendency to approach rather than avoid varied and novel experiences. The originator of the scale has said that the ''degree of novelty in any experience is a function of the discrepancy between an individual's past experience and the present one'' (Pearson 1970, p. 199). An abridged version of the instrument measured two dimensions of innovativeness with eight items each using a dichotomous response scale (Venkatraman 1991; Venkatraman and Price 1990).
This is a three item, five-point Likert-type scale that measures the degree to which a person enjoys shopping for products, brands, and styles that are "unique," which suggests that the items are viewed as distinct from what is "common" and what others have.
This four-item, six-point Likert-type scale is supposed to measure the degree to which a person views a specified activity or experience as being novel and arousing curiousity. This scale was called arousal by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.
Fifteen, seven-point semantic differentials are used to measure the degree to which an advertisement is viewed as being original, well-made, and logical. Although the studies described below applied the scale to advertisements, it appears amenable for use with other creative aspects of marketing such as sales presentations, packages, event marketing, etc.
The scale is composed of three statements utilizing a five-point Likert-type response format that measure the degree to which a consumer routinely buys different brands in a product category rather than always using the same brand.
The scale is composed of forty items intended to capture a person's need for varied and novel sensations as well as one's willingness to take the risks necessary to achieve those sensations. This is a measure of a personality trait rather than a situation-specific state. As used by Steenkamp and Baumgartner (1992), the measure was composed of forty items using a five-point Likert-type response scale. In contrast, Schoenbachler and Whittler (1996) used the original form of the scale that has forty pairs of items which the respondent is asked to choose between. Shoham, Rose, and Kahle (1998) used the ten items composing the thrill and adventure seeking subscale.
Three Likert-type statements are used to measure a consumer's attitude about a specific sales promotion technique, the emphasis being on the role played by the promotion in helping to satisfy the desire to try new products and brands.
The scale is composed of 14 sets of items intended to measure the extent to which a person seeks situations in which arousal levels are expected to be low and avoids situations that might generate high arousal.
Sixteen Likert-type statements are purported to measure an individual's tendency to interpret situations that cannot be adequately categorized (ambiguous) as sources of threat because of a lack of sufficient cues. Although the construct is more popularly known as tolerance for ambiguity, the way it was scored by Richardson, Jain, and Dick (1996) was measuring the opposite tendency.
