Using four, seven-point items, this scale measures a consumer's ability to explain the reasons why a particular brand or type of product is preferred.
With five, seven-point items, this scale measures the degree to which a consumer believes a customized version of a product is better in various ways compared to the standard version. The scale was called delta benefit by Franke, Keinz, and Steger (2009), referring to the increase in benefits that occurs when a product is changed to be more like the customer desires.
Three, seven-point semantic differentials are used in this scale to measure the degree to which an object is viewed as being classy and urbane rather than common and uncultured.
The scale has four, nine-point bi-polar adjectives that measure how much a person views an object as having a personality-like image characterized by traits related to social superiority and attractiveness.
The scale is composed of three, seven-point items that measure the degree to which a person believes that a product has advantages over other products with which it competes.
A person's assessment of a product's quality as compared to the quality of referent products of the same category is measured with three, nine-point Likert-type items.
Three statements are used to measure the degree to which a consumer views the utility received from two different forms of a product to be greater than the utility of the best single form.
The three item, nine-point Likert-type scale measures the relative ease a consumer experienced in selecting one product from among several and confidence that the decision could be explained to someone who questioned it. The scale was called justifiability by Heitmann, Lehmann, and Herrmann (2007).
The degree to which a consumer believes that a good or service is better at some function than other products is measured with three, seven-point Likert-type statements. Because this is one of the five key characteristics that are thought to influence adoption of innovations (Rogers 2003), the construct is most typically examined with respect to new products rather than mature ones.
This semantic-differential scale measures a person's evaluation of a brand with an emphasis on its quality relative to other brands.
