Three, seven-point Likert-type items are used to measure the degree to which a person feels a sense of emotional appreciation for unspecified benefits received from a certain party.
The scale is composed of three, seven-point uni-polar items that measure a person's guilt-related response to an advertisement.
Three, nine-point items are used to measure the degree to which a person feels in control of a choice and takes personal responsibility for the outcome.
The scale has five, five-point Likert-type items that measure the degree to which a person believes a service provider is owed patronage because of the special treatment received from the business in the past. The scale was called social capital by Tokman, Davis, and Lemon (2007). The name is changed here to focus on the most obvious facet of social capital being measured (indebtedness).
This five-item, six-point Likert-type scale is used in measuring the degree to which a person describes his/her engagement in an activity as being without coercion or obligation. The activity investigated by Unger (1981; Unger and Kernan 1983) was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.
Four, seven-point Likert-type statements are used to measure the degree to which a customer believes he/she should remain with a particular service provider because it is the "right" thing to do.
The nine-item, seven-point Likert-type scale measures the importance a person places on serving his/her community by showing concern and playing an active role in the donation of time and money.
The scale is composed of five, seven-point statements measuring the degree of commitment to a company that a consumer expresses having and the likelihood of doing business with it again.
