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With five, seven-point items, this scale measures the degree to which a consumer believes a customized version of a product is better in various ways compared to the standard version.  The scale was called delta benefit by Franke, Keinz, and Steger (2009), referring to the increase in benefits that occurs when a product is changed to be more like the customer desires.

Three, five-point Likert-type items are used to measure the extent to which a person believes that a particular website is personalized to meet his/her needs.

The scale is composed of five, seven-point Likert type statements intended to measure a person's attitude about the extent to which a website tailors its products, promotion, and transactional environment to individual customers.