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attitudes
The desirability of an object is measured with four brief statements and a seven-point Likert-scale. The scale is “general” in the sense that the statements are amenable for use with a wide variety of objects.
Four, seven-point semantic differentials are used to measure one's belief that he/she was being observed in a particular situation.
The degree to which a person believes that a game has effectively communicated information about a particular featured product is measured with three, seven-point semantic differentials.
The extent to which a person says he/she will be excited about a particular sports team beating another team it is playing against and the likelihood he/she will engage in behaviors to express support for the team during the event is measured with four, nine-point items. The scale items are flexible for sporting events which have two teams playing against each other or when the researcher’s desire is to focus only on two of several teams in a multi-team event such as the Olympics.
Using three, seven-point items, the scale measures the extent to which a person believes the rivalry between two teams is intensified because of the game in which they are pitted against each other. The scale is most suitable for sporting events which have two teams playing against each other or when the researcher’s desire is to focus participants’ attention on two of several teams in a multi-team event such as the Olympics.
The degree to which a consumer believes that a buying a particular product from a particular retailer’s website would be risky is measured with three, nine-point Likert-type items.
With six, seven-point Likert-type items, the scale measures a consumer’s belief that the relationship he/she has with a service firm is based on the fulfillment of specified and quantifiable obligations in the short term.
The extent to which a customer believes that a store carries too many options within a product category of interest is measured in this scale using three, seven-point Likert-type items.
The scale measures how much a shopper believes that a store’s layout and shelving do not provide customers with enough space. Three, seven-point Likert-type items compose the measure.
A shopper’s belief that the wait time in a store was too long, particularly due to the checkout process, is measured with three, seven-point Likert-type items.
