The scale is composed of three, seven-point uni-polar items that measure a person's guilt-related response to an advertisement.
This scale uses three, seven point items to measure how much happiness a consumer believes a particular purchase has brought to his/her life. The implication is that this scale is intended to measure something different from product satisfaction.
The dissonance a consumer experienced after an unsuccessful search activity is measured in this scale with three statements.
The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person who has recently bought a product from a company expects that he/she will be satisfied with the decision.
The scale is composed of four, five-point Likert-type items that measure how much a person feels bad about switching from one service provider to another and wishes that he/she had remained with the previous provider.
The scale has six statements that are intended to measure the degree to which a person expresses an aversion to engaging in indulgent activities and regret for missing the enjoyment those activities might have brought.
Eight, seven-point, one word descriptors are used to assess the strength of the sadness-related emotions reported by a person as a result of exposure to some stimulus. Using the same items but slightly different instructions, another version of the scale measured emotions depicted by someone else or in something else. The stimuli examined by Williams and Aaker (2002) were print ads but the scale appears to be amenable for use with a variety of stimuli.
The scale is composed of nine opposing phrases with a six-point response format that attempt to measure the degree of difficulty a person believes he/she would experience in making a particular choice. Since the items are stated hypothetically, the scale is not exactly a measure of post-purchase dissonance. The scale was called value conflict by Burroughs and Rindfleisch (2002) but the items seem to be general enough for use in a variety of situations where the researcher is concerned about how much conflict consumers imagine there would be in making a particular decision.
A consumer's incontrollable urge to buy is measured in this scale with eleven statements. This motivation in the extreme could be considered a form of addiction.
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.
