A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just gone through an experience with other people describes feeling closer to them because of the events and activities they shared. Arnould and Price (1993) referred to the construct measured as communitas.
A seven-item, five-point Likert-type scale is used to measure the degree to which a person likes to share his/her possessions. The scoring of the items was done in such a way in several of the studies so as to measure "nongenerosity." Five-item versions of the scale were used by O'Guinn and Faber (1989) as well as Arnold and Reynolds (2003). See also Richins (2004).
A person's motivation to seek comfort after a stressful situation by interacting with others who are trusted and respected is measured in this scale with four, seven-point items.
The scale has five, seven-point Likert type statements and measures the extent to which a person believes that an e-retailer provides customers the opportunity to share information with each other that is useful to making a purchase decision.
Three, seven-point semantic differentials are used to measure one's belief that a specified product attribute is possessed by a product or set of products sharing the same brand name (family). The attributes studied by Loken and John (1993) were gentleness and quality. John, Loken, and Joiner (1998) examined gentleness and hygienicness. Ahluwalia, and Gurhan-Canli (2000) focused on reliability.
