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attitudes

How much variety of choice a consumer believes there is in a table of product options and attribute information is measured with three, seven-point items.

With three questions and a seven-point response format, the scale measures how important it was to increase gains when making a particular financial decision.

How important it was to a person to avoid potential losses when making a particular financial decision is measured with three questions and a seven-point response format.

How a person believes his/her capability and confidence compare to other people investing in the stock market is measured with three, seven-point items.

A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure a person's general attitude about how "good" an investment is considered to be.

How willing a person is to take risks with his/her financial investment activity is measured with five, five-point items.

How much a consumer views a particular brand as having the human-like quality of being helpful, particularly in terms of assisting the person in being different is measured with three, seven-point Likert-type items.

The extent to which a brand is viewed as authentic and credible is measured with three, nine-point uni-polar items. 

How much a person considers a brand or business name to have characteristics typified by formality and authoritativeness is measured with three, nine-point uni-polar items.