The scale uses five, seven-point Likert-type items to measure the degree to which a consumer shops online because of the assortment of products available for purchase as well as the information about them compared to shopping in retail stores.
With five, seven-point items, the scale measures the degree to which a consumer expresses product-related motivations for going to a store.
This three-item, seven-point scale measures the degree to which personal tastes and partiality for a product are believed to vary across consumers. According to Feick and Higie (1992), this variance in preference may be due to ''different attribute weightings across consumers or to different ideal levels of particular attributes'' (p. 10).
The scale has three, seven point items that are used to measure the importance a consumer places on a shopping center having a wide variety of merchandise for the purpose of selecting where to shop, with an emphasis on the set of stores having well-known brands and new products.
The scale is composed of three, seven-point items that measure the likelihood that a certain restaurant offers a wide variety of items.
Five, five-point Likert-type items are used in this scale to measure the degree to which a person expresses interests and motivations that indicate he/she is open and interested when processing information and experiences related to other cultures.
The scale is composed of Likert-type items intended to measure a shopping orientation characterized by a lack of certainty about where to shop and what to buy due to the great abundance of options. The scale was referred to as confused by overchoice by Shim and Gehrt (1996) and product overload by Heitmann, Lehmann, and Herrmann (2007).
The purpose of this three item, seven-point scale is to measure the degree to which a person noticed there being differences among alternatives he/she was exposed to. The scale was called familiarity by Mogilner, Rudnick, and Iyengar (2008).
This nine-point, four item scale is intended to measure the degree of variety a consumer perceives there to be in an assortment of some product and the enjoyment derived from having access to that variety.
The value a person places on novelty and excitement in life is measured in this scale using three phrases and a nine-point response format.
