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openness

With three, seven-point Likert-type items, the scale measures the degree to which a person believes he/she is imaginative and interested in abstract ideas.

This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.

The five-item Likert-scale measures a motivational state in which a customer’s imagination is stimulated by an evocative external stimulus.  In a consumer context, the inspiration is assumed to come from marketing activity although it is not stated in the items themselves.

Five, seven-point Likert-type items measure a person’s enjoyment of trying unfamiliar experiences. Although three of the statements are general and do not indicate what is being experienced, two items mention products.

A person's description of his/her level of innovativeness and originality is measured with three, five-point uni-polar items.

Four, seven-point Likert-type items compose the scale and measure the degree to which a person views himself/herself as being creative.

The extent to which a person views him/herself as being creative and believes that others think that as well is measured in this scale with three, five-point items.

The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity.  Twelve, five-point Likert-type items compose the scale.

The scale is composed of four, seven-point Likert-type statements that measure the degree to which there is meaningful and timely sharing of information between oneself and a service provider.