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A three-item, seven-point Likert-type scale is used to measure the self-reported likelihood that a consumer will shop at a specified store as well as recommend it to others. Baker, Levy, and Grewal (1992) called the scale willingness to buy while Baker et al. (2002) as well as Grewal et al. (2003) referred to it as store patronage intention.

The scale is composed of three statements intended to measure a person's sense of the likelihood that he/she would get a specified medical test. Although similar to a measure of behavioral intention, this scale is assessing something more hypothetical. The phrasing of the items indicate the respondent is to imagine what he/she might do under certain conditions with respect to the focal behavior whereas intention scales usually attempt to measure what the person actually plans to do.

This is a three-item, three-point Likert-type scale measuring one's attitude about donating time to a community organization. The measure was referred to as willingness to donate by Yavas and Riecken (1985).