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attitudes

Four, six-point statement are used to measure the importance of several characteristics of a school, college, or university to a person. The object in the Arora (1982) study was a university and he developed Stapel, Likert, and semantic differential versions of the scale.

This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.

This is a four-item, five-point Likert-type scale measuring a person's perceived inability to influence the political system. This scale was referred to as political efficacy by Durand and Lambert (1985).

This seven-item, five-point Likert-type scale measures the degree to which a customer perceived a salesperson to have been friendly and helpful. Williams and Spiro (1985) viewed this scale as measuring the interaction-oriented dimension of customer communication style, which stresses enjoyment and maintenance of personal relationships to the possible extent of ignoring the task at hand.