The degree to which a person believes that an employee who has provided some service did not have an appropriate demeanor is measured in this scale using three, 10-point Likert-type items. The scale was called social failure by Chan, Wan, and Sin (2009) to emphasize the distinction they made between this type of service failure and one that was related to the something unrelated to the provider, such as the food quality of a restaurant.
The scale is composed of three, seven-point Likert-type statements that measure a person's attitude toward a commercial communication (e.g., ad, infomercial) he/she has been exposed to. The emphasis is on how professionally the stimulus was produced, i.e., the form of the message rather than its information content.
The seven-point semantic differential scale is used to measure evaluations of a service provider a person knows about or has interacted with. The scale may make most sense to use with professionals such as dentists as was done by Raghubir and Corfman (1999) in one of their studies.
Snizek and Crocker (1985) used a 10-item, five-point Likert-type scale to measure the attitude toward advertising of professional services, probably from a field that has not traditionally had much advertising. The items in this scale are written so that professionals in the focal field are to respond to them rather than those who might be users of their services. Snizek and Crocker (1985) used the scale with attorneys.
