A four-item, seven-point Likert-type scale is used to measure the extent to which a person believes a party that has evaluated and endorsed a new product is viewed favorably by others. The measure was referred to as superordinate group influence by Fisher and Price (1992).
Six, seven-point items are used to measure the degree to which a person views an organization as engaging in an activity out of self interest rather than for the public's interests. As used by Simmons and Becker-Olsen (2006), the scale compared what people thought about a nonprofit cause vs. its corporate sponsor announcing the relationship between the two.
Seven-point, Likert-type statements are used to measure the degree to which a person perceives there to be a relationship between an endorser and a product, such that the pairing of the two is viewed as a "good fit." This measure was referred to as relatedness by Sengupta, Goodstein, and Boninger (1997).
This set of scales use bi-polar adjectives designed to capture a consumer's overall evaluation of a specified advertiser. As used by Rifon et al. (2004), the scale measured attitude toward the sponsor of a website.
These three, seven-point semantic differentials are used to measure the extent to which a person believes that a party is engaging in a behavior primarily for its own benefit, such as to make a profit.
Three, seven-point semantic differentials are used to assess how well two products are viewed as going together, particularly in their usage.
The scale uses three statements to assess a person's attitude about a website, with the emphasis being on familiarity with the company that owns the site and the quality of what it does. The scale was called brand strength by Bart et al. (2005).
Four sets of bi-polar adjectives are used to assess a person's opinion of the actor or spokesperson featured in an advertisement with an emphasis on how likeable the person appears to be.
Four, seven-point Likert-type statements are used to assess the extent to which a person thinks that the support provided by a particular business organization to a charity is done to benefit itself rather than being motivated by altruism. The scale was called anti-altruism by Dean (2002).
The scale has three, five-point Likert-type statements intended to assess a person's belief that a company cares about its customers, particularly in some specific aspect of their lives, e.g., health.
