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Bob Moritz
Marshfield Clinic Research Foundation

approval

Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

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.

This three-item, seven-point scale measures how concerned a person is about being embarrassed if he/she reviewed a particular good or service and it was not accepted well by others.  The items are general enough for use with regard to posting product reviews online or privately sharing one’s opinion with friends. 

How much a customer believes that other people would approve if he/her acted unfriendly to a particular employee is measured by the scale.  The scale is useful when it is assumed that the actions of an employee could motivate customers to be unfriendly.  Items for both an eight-item and a five-item version are described.

Three, seven-point items are used to measure how much a person is concerned about posting something in a social medium because of what others will think and whether the posting will affect his/her acceptance.

Nine items are used to measure the tendency to accept one’s thoughts and feelings as they occur without evaluation or self-criticism.

The scale has three, nine-point Likert-type items that measure a person’s belief that others are thankful for him/her.  The reason for the gratitude is unstated.

Six, seven-point items are used to measure the degree to which a person believes that those in his/her important reference groups (friends, family, co-workers) would approve if he/she donated to charities to help improve social equality.

How much another person is believed to be engaged in conspicuous consumption of a brand in order to impress others and/or gain their approval is measured with three, seven-point items.  To be clear, the scale items are phrased to measure what the respondent believes motivates another person's behavior rather than one's self.

How much a person is worried about what another person thinks of him/her, with an emphasis on being judged unfavorably, is measured in this scale with three, seven-point items.