This six-item, seven-point scale is used for measuring the degree to which the motivation for a consumer's trip to a retail location has more to do with social or recreational reasons than with purchasing a product.
A three-item, seven-point Likert-type scale is used to measure the degree to which a person reports enjoyment of community activities and being around other people.
A 30-item true-false scale is used to measure the extent to which a person expects to be evaluated negatively by others and avoids evaluative situations. A person scoring high on this scale should not necessarily be assumed to have a negative self-image. The measure was referred to as Fear of Negative Evaluation (FNE) by the originators (Watson and Friend 1969) as well as Bearden and Rose (1990).
Three, seven point items are used to measure the degree to which a consumer's shopping motivation is due to the desire to affiliate with other people either directly (interacting with salespeople and friends) or indirectly (merely being around other shoppers).
Three, seven-point items are used in this scale to measure how a person feels after socializing with other people. In other words, to what degree does a person feel good (wanting more socialization) or bad (wanting less)?
The scale uses three, seven-point semantic differentials to measure the degree to which an object is viewed as being personal and friendly rather than distant and impersonal. The scale was called belongingness by Krishna and Ahluwalia (2008) and was used with reference to a slogan.
A person's expectation that s/he would use a website in the future because of its features that enable communication with other people is measured with four, seven-point statements.
The scale has three, seven-point Likert-type statements that measure the extent that a person uses the Internet because of its ability to facilitate communication with others.
The scale is composed of seven, seven-point Likert-type statements measuring the degree to which a person expresses interest and enjoyment in being around other people rather than being alone.
Five, seven-point Likert-type items are used to measure a customer's opinion about the interaction that occurred between him/her and an employee of a service provider as it pertains to the degree to which the server engaged in banter and was personable in the conversation. In the study by Winsted (1997), respondents were asked to think of a recent encounter with a waiter or waitress in a restaurant.
