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attitudes

A consumer’s belief that a product or set of products connote warmth and passion in some way is measured with three, seven-point Likert-type items.  The product, the producer, and the manner in which “love” is conveyed are not specified in the items themselves.

Using three, seven-point items, the scale measures how important a product feature is to a consumer’s evaluation of a particular product and the decision about it.

Using four, seven-point Likert-type items, the scale measures the degree to which a consumer believes that making a selection from a particular product category is difficult because of the uncertainty about choice is "right."   

Four, seven-point items are used to measure how much a person believes a particular product part is an integral feature of a product.  To be clear, the scale measures how much a component is considered to be a defining feature of the product rather than how important the component is to a consumer’s decision.

Three, seven-point Likert-type items are used to measure the degree of enjoyment a person experiences when buying a product from a particular category.   While the phrasing of the items might allow it to be used with regard to brand involvement, the scale was meant for use when the pleasure tends to occur regardless of the brand being purchased.

The degree to which a person believes that a particular organization cares about its customers and is helpful is measured with this five-point scale.  A two and a four item version are discussed.  While the scale was made for use in the hospitality industry, it could be easily used with many other businesses as well.  With a minor change in one of the items, the scale could be used with non-businesses as well.

The level of care, concern, and helpfulness exhibited by a company to its customers is measured with five, seven-point Likert-type items.

How much a person is viewed as sporty and healthy is measured in this scale with four unipolar items.

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

A three item, five-point Likert-type scale is used to measure a consumer’s belief that installation of a particular product would help him/her save money on energy-related expenses.