This scale uses six, six-point Likert-type items to measure the certainty with which a person indicates he/she has made the best selection from among the brands available. The category studied by Cole and Balasubramanian (1993) was breakfast cereal.
Three, seven-point items are used for measuring the degree to which a consumer is satisfied with the product-related aspects of a shopping area. As described subsequently, the shopping area studied by Dawson, Bloch, and Ridgway (1990) was a crafts market.
The scale is used to measure a person's satisfaction with the process of making a selection from among a set of alternative brands. The scale may be used prior to the consumer's consumption/usage of the product and is intended to be distinct from the type of satisfaction that can be measured after consumption has occurred. The full version of the scale has six items whereas the abbreviated version has three.
Three, nine-point items are used to measure a person's motivation to pursue a limited option with greater determination than he/she otherwise would have.
Three, nine-point items are used to measure a consumer's level of concern about the consequences of the choice being made in a particular purchase decision. The scale was called PDI (product-decision involvement) by Mittal (1989) and Kim and Morris (2009).
This scale is composed of five, five-point Likert-type items that measure the importance a person places on a particular decision. The scale was called service importance by Tokman, Davis, and Lemon (2007) because they phrased the items to refer to the selection of a service provider.
The purpose of this three item, seven-point scale is to measure the degree to which a person noticed there being differences among alternatives he/she was exposed to. The scale was called familiarity by Mogilner, Rudnick, and Iyengar (2008).
One version of the scale uses four, seven-point items to measure the degree to which a recent choice made by consumer was strongly influenced by feelings (affect). A very similar set of items measured the degree to which a choice was feature-based (cognitive). These two scales were referred to as the affective choice index and feature choice index, respectively, by Darke, Chattopadhyay, and Ashworth (2006).
Four, seven-point items are used in the scale to measure the degree to which a person believes that a choice he/she has made was free from coercion or pressure to select a particular option. The scale was called self-determination by Mogilner, Rudnick, and Iyengar (2008).
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).
