A person's anxiety-related response to an advertisement is measured in this scale using three, seven-point uni-polar items.
Six statements with seven-point response formats are used to measure the extent to which a consumer had relevant information when making a decision. The items seem to be especially appropriate when referring to the level of information one had prior to external search activity. This is probably why Urbany, Dickson, Wilkie (1989) referred to the scale as pre-search uncertainty.
This scale is composed of three, nine-point Likert-type items intended to measure the degree to which a person desires certainty and the familiar in life as opposed to the unknown and taking risks.
This scale is composed of nine-point Likert-type items intended to measure the degree to which a person desires more information about a brand because of a lack of knowledge about what it is like. The scale was referred to as perceived risk by Erdem and Swait (2004) and Erdem, Swait, and Valenzuela (2006).
The degree to which a person expresses a desire to avoid taking risks is measured in this three-item Likert-type scale.
The scale is purported to measure the perceived degree of performance risk associated with a specified product. Performance risk has to do with the uncertainty and consequences of a product failing to function at some expected level.
The scale uses Likert-type statements to measure the degree to which a person expresses doubts about a service or good, particularly its outcomes. The version of the scale used by Cox and Cox (2001) had five, five-point items while the version used by Cox, Cox, and Zimet (2006) had four items and a seven-point response format.
Three, seven-point, one word descriptors are used to assess the strength of emotional and/or mental uneasiness reported by a person as a result of exposure to some stimulus. Using the same items but slightly different instructions, another version of the scale measured emotions depicted by someone else or in something else. The stimuli examined by Williams and Aaker (2002) were print ads but the scale appears to be amenable for use with a variety of stimuli. Mukhopadhyay and Johar (2007) used the scale to measure what they called ambivalence, having reference to what was felt after seeing an ad.
The degree of openness one has in general toward stimuli that are puzzling, indefinite, or less than clear is measured using this twelve-item, seven-point Likert-type scale.
The scale has three, five-point items that are supposed to measure the probability that a product will not perform as expected for reasons that could be viewed as "personal." (See Origin below for more details.) If one accepts the two component model of perceived risk (e.g., Bauer 1960; Cox 1967), then this scale most heavily taps into the uncertainty component as opposed to the consequences component.
