Four, seven-point items are used to measure how distinct and unexpected a particular object is viewed to be. As used by Kim, Han, and Yoon (2010), the object was an advertisement.
The extent to which a person desires a unique identity, distinct from others, is measured in this scale using three, seven-point Likert-type items.
A three-item, five-point semantic differential scale is used to measure a person's attitude toward a certain company.
This is a four-item, six-point Likert-like scale purported to measure the participants' impressions of the ad.
With five, seven-point items, the scale measures the degree to which a consumer expresses product-related motivations for going to a store.
This is a three item, five-point Likert-type scale that measures the degree to which a person enjoys shopping for products, brands, and styles that are "unique," which suggests that the items are viewed as distinct from what is "common" and what others have.
The scale uses three, seven-point items to measure the degree to which a customer views an employee as an individual rather than as just an anonymous employee.
The scale uses four, nine-point Likert-type items to measure one's preference for being a member of the group rather than apart from the group.
Three, five-point Likert-type items are used to measure a person's general awareness and image of a particular brand. This scale focuses on the attitudinal aspect of brand equity rather than the behavioral (e.g., loyalty intentions).
Three, nine-point Likert-type items are used to measure the degree to which a consumer believes that a particular brand is different from other brands. Zhou and Nakamoto (2007) referred to the scale as perceived differentiation.
