The persuasive power of some information a person has been exposed to is measured in this scale using three, seven-point items.
Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.
The scale uses five, nine-point bi-polar adjectives to describe how much a person views an object as having a personality-like image characterized by traits stereotypically linked with males and the American west.
Three, seven-point bi-polar adjectives are used to measure how stimulating a person believes a particular object to be. As used by Roehm and Roehm (2005), the scale measured the potential stimulation of a described activity but the items appear to be amenable for use in measuring the perceived stimulation of a stimulus that has actually been experienced.
Three unipolar items with a seven-point response format are used to measure the degree to which a person describes something as having a quality that indicates a lack of power and authority.
The scale measures the degree to which a consumer views a brand as having personality-like characteristics typified by toughness and masculinity. The original scale was composed of five items with a five-point response format. A four item version was used by Venable et al. (2005) with regard to brand personality for the nonprofit context.
