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The scale is composed of six, nine-point semantic differentials measuring the desirability and coolness-related characteristics a person associates with those who smoke. Two versions of the scale were used. One had to do with how a person thinks that smokers are perceived by others (reference group evaluations) and another focusing on how a person thinks that smokers perceive themselves (self evaluations).

The scale is composed of three, five-point Likert-type statements attempting to capture a consumer's sense of the relative amount of retail stores that carry a specified brand compared to the other brands.