The scale has three, seven-point semantic-differentials that measure the degree to which a person describes an experience as being common and occurring frequently or as atypical and rarely happening. Although used by Hess, Ganesan, and Klein (2007) with regard to a service failure, the items themselves are general enough to apply to a wide variety of events one might experience.
The scale is composed of four, seven point items that are intended to measure the extent to which a person perceives that some objects as a set appear to depict or symbolize a typical family. The objects could be people, such as in an ad, or they could be products, such as beverage bottles in a product line as done by Aggarwal and McGill (2007).
Four, seven-point semantic-differentials are used to assess a customer's attitude regarding the extent to which an interaction that occurred with an employee is typical and widespread across an organization. As used by Hess, Ganesan, and Klein (2007) the interaction was negative but the items seem to be amenable for use when a positive experience has occurred. They called the scale attributions of globality.
The scale is composed of three, nine-point semantic differentials and measures the degree to which a person believes some features are shared by a specific set of objects or are generally shared among a wider set of objects.
The scale is composed of four, seven-point statements used to measure the extent to which a viewer considers a commercial message to which he/she has been exposed to be like other commercial messages.
Four Likert-type statements are used to measure a person's opinion of the degree to which a model in a specific advertisement looks like a typical person rather than being unusual in some way (e.g., very attractive).
The degree to which a person perceives some stimulus to have characteristics that make it fit into or belong to some category is measured with four, nine-point semantic differentials. The items are general enough to be useful in a wide variety of contexts. In the study by Campbell and Goodstein (2001), respondents judged the extent to which a particular beverage was typical of "soft drinks."
The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer believes that, based on the advertising he/she has been exposed to, a specific brand of a product is distinct from the competition.
