This scale has eight, seven-point Likert-type statements that measure a person's general sense of uncertainty about his/her competence. The scale was called personal insecurity by Rindfleisch, Burroughs, and Wong (2009).
Four, nine-point semantic-differentials are used in this scale to measure the level of ability and proficiency a person experienced during a recent creative activity.
Three, five-point Likert-type statements are used to measure the degree to which a person believes that a job described in an advertisement is suitable and relevant given his/her education, experience, and interests.
A consumer's perceived degree of experience in gathering information about a certain type of product and buying it is measured using a four item, seven-point scale.
This five-item, seven-point scale is intended to measure the degree to which a person describes another person as having skills and/or expertise on a topic. The person being described in the study by Comer (1984) was sales manager while in the study by Dellande, Gilly, and Graham (2004) the person was a weight loss counselor.
Four, seven-point Likert-type statements are used to measure a person's attitude regarding the extent to which an Internet-usage task has challenged his/her abilities. The scale was called navigational challenge by Mathwick and Rigdon (2004).
Three, seven-point Likert-type statements are used to measure a person's belief about his/her knowledge and ability to find information on the web.
Bi-polar adjectives are used to measure a dimension of credibility related to a source's perceived skill and knowledge. The following applications of the scale (or parts of it) have been made: the expertise of a company (Goldsmith, Lafferty and Newell 2001); a website's reputation (Shamdasani, Stanaland, and Tan 2001); expertise of print ad models (Bower and Landreth 2001); and, credibility of celebrity endorsers (Ohanian 1990, 1991; Till and Busler 2000). While the focus in Ohanian (1990) was on the development of a semantic differential version of the scale, Likert and Staple versions were developed as well though the exact phrasing of the items was not given in the article.
This scale uses five, seven-point semantic differentials to measure quality. The items are general enough to apply a variety of stimuli but may be best suited for describing service providers.
An aspect of service quality is measured having to do with the extent to which a customer believes a service provider's employees have the requisite knowledge and skill to meet the customers' needs. The scale has three, seven-point Likert-type statements.
