The likelihood of a customer reacting to a service failure by using facial expressions to convey his/her anger to the service employee(s) is measured with four, five-point items.
The scale uses five, five-point items to measure the likelihood of a customer reacting to a service failure by expressing his/her anger to the service employee(s) in words (what was said and how it was said).
The extent to which a communication event at a website is characterized by information other than in verbal form is measured using four, seven-point items.
The full version of this scale has twenty-two statements that measure a person's preference for processing information in either a verbal or a visual modality. The measure was referred to as the Style of Processing (SOP) scale by Childers, Houston, and Heckler (1985).
The scale is composed of six semantic differential items intended to measure the amount, complexity, and range of cognitive complexity evoked by an advertisement. Half of the items are meant to tap into imagistic responses while the other half tap into discursive responses.
Multiple semantic differentials are used to assess the degree to which an ad (or the message portion of it) is viewed as being rational and useful.
Four, seven-point semantic differentials are used to measure a person's beliefs regarding the perceived interest and enjoyment that would be experienced in using a specified method of placing an order. As described here, the setting used by Dabholkar (1994) was ordering at a fast-food restaurant, and two options were compared: touch-screen ordering versus verbally placing the order with an employee.
Four, seven-point semantic differentials are used to measure a person's beliefs regarding the perceived degree of accuracy (getting exactly what was asked for) that would be experienced in using a specified method of placing an order. As described here, the setting used by Dabholkar (1994) was ordering at a fast-food restaurant, and two options were compared: touch-screen ordering versus verbally placing the order with an employee.
A four-item, seven-point semantic differential scale is used to measure a person's evaluation of a specified method of placing an order. The setting used by Dabholkar (1994) was ordering at a fast-food restaurant and two options were compared: touch-screen ordering versus verbally placing the order with an employee.
