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 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, seven-point Likert-type items are used to measure a person's attitude toward a business or organization, with an emphasis on the pride felt from being associated with it. The entity examined in the study by Woo, Fock, and Hui (2006) was a major university in Hong Kong.
Three, seven-point semantic differentials are used to measure the level of negative emotion one has experienced with the emphasis being on the regretful feelings about something that could be viewed as socially improper.
Twelve, seven-point statements are used to measure the degree to which a person describes several specific examples of socially embarrassing circumstances as being of "bad" if they were experienced.
A person's regret and uneasiness related to a consumption experience are captured in this scale using three, four-point items.
A customer's identification with, loyalty to, and concern for a certain businesss is measured in this scale with Likert-type items.
The scale is a three-item, seven-point measure of one's attitude toward a specific advertisement with an emphasis on the extent to which it expresses some emotion-like qualities related to pride. Note that the way in which the scale stem is phrased the scale measures what one thinks the ad expresses rather than the emotion one has experienced in reaction to the ad.
Twenty statements are used to measure the extent to which a person feels self-confident and self-assurred.
This ten-item Likert-type scale measures the degree to which one approves of one's self. It does not necessarily imply that a person scoring high on the scale considers him/herself to be perfect or superior to others.
