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willingness

The subjective probability expressed by a consumer that indicates he/she would buy a particular product at its present price is measured with five, seven-point items.

With three, nine-point items, the scale is intended to measure a person’s opinion about how willing a company would be to listen to a customer’s request and agree to it.  The underlying tone of the sentences, which can be made more explicit by the study’s context, is that the request is unusual or against the rules.

The extent to which a consumer expresses an inclination to purchase a particular product is measured in this scale with three, nine-point semantic differentials.

The willingness of a consumer to shift companies with which he/she does business is measured with three, seven-point Likert-type items.

The degree to which a person is willing to make sacrifices for the long-term good of society as well as for other causes of personal importance is measured with seven, seven-point Likert-type items.

The scale has three, seven-point items that measure a person’s inclination to purchase a product from a particular store that will be given as a gift to a friend or family member.  As currently phrased, the scale makes the most sense for use with a hypothetical scenario.

The scale has three, seven-point Likert-type items that measure a person’s desire to remain a customer of a retail business and willingness to pay more rather than buying from the competitors.

The likelihood of a consumer seeking out and trying to buy a particular product or brand of product is measured in this scale with five, seven-point semantic differentials.

A person’s confidence in a brand that has been endorsed by a particular celebrity and willingness to buy the product is measured with three, six-point Likert-type items.

Three, seven-point Likert-type items measure a consumer’s openness to the idea of purchasing a product by a company as a gift in a hypothetical situation.  The product, the company, and for whom the gift is intended are not specified in the items themselves and must be provided elsewhere.