This three-item, seven-point scale measures the degree to which personal tastes and partiality for a product are believed to vary across consumers. According to Feick and Higie (1992), this variance in preference may be due to ''different attribute weightings across consumers or to different ideal levels of particular attributes'' (p. 10).
A three-item scale is used to measure the relative preference a consumer has between two competing brands of a product.
The six item, nine-point Likert-type scale measures the difficulty a consumer had in knowing what people from various references groups thought about products and what their recommendations would have been. The scale was called ambiguous social reaction by Heitmann, Lehmann, and Herrmann (2007).
The scale is composed of nine, five-point items that are intended to measure the degree to which a consumer has an aversion towards the products produced by members of particular minority group and/or their businesses.
The scale is composed of sixteen statements intended to measure the extent to which a person chronically engages in evaluative responding across situations and objects. People are differentially motivated to engage in evaluation. No biological basis for this "need" is presumed although it is possible. Instead, it is viewed as a "self-attributed motive," a component of the self-concept. A Dutch translation of the scale was used by Fennis and Bakker (2001).
The scale is composed of three, five-point Likert-type statements and attempts to assess the degree to which a consumer not only expresses having a favorite brand in many product categories but also has the tendency to focus on those brands when shopping. This is in contrast to being brand loyal in just a few product categories or having little loyalty at all.
The scale is composed of four items that are intended to measure the degree to which a person expresses a preference for products produced in his/her country by a particular ethnic group, probably the dominant one, rather than products that were produced domestically but by another ethnic group, probably a minority.
Three statements are used to measure the degree to which a consumer views the utility received from two different forms of a product to be greater than the utility of the best single form.
Three, nine-point Likert-type items are used in this scale to measure the degree to which a person is sure that, during a recent purchase experience, the product that was selected met his/her needs.
Five, nine-point Likert-type items are used in this scale to measure the choice difficulty and level of time/effort expended during a recent purchase decision. The scale was referred to as evaluation costs by Heitmann, Lehmann, and Herrmann (2007).
