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Bob Moritz
Marshfield Clinic Research Foundation

comparison

The degree to which a customer of a store believes its prices are “good” and better than the competing stores is measured with three, seven-point Likert-type items.

The extent to which a person views a particular brand as being unique and different from other brands in a product category is measured in this scale with three, five-point Likert-type items.

Nine-point semantic-differentials are used to measure how envious and frustrated a person feels with respect to another person.

A person's attitude regarding his/her financial position relative to peers and to the previous year is measured using a five-item, nine-point scale.

A consumer's belief in a brand's superiority over competing brands and willingness to pay more for it is measured using four statements.

Three items are used to measure how much a consumer believes that a brand extension will be of better quality than most other brands.  The statements are phrased somewhat hypothetically because, as used by Sichtmann and Diamantopoulos (2013), the extensions were fictitious but the brands themselves were real and familiar.

The three-item, five-point scale measures the degree to which a person feels that engaging in one of two behaviors would be a signal of his/her status and superiority to others.

A person's belief that expressing his/her opinion about a certain brand to others will enable comparisons with their experiences and feelings is measured with three, seven-point Likert-type items.

With four, seven-point uni-polar items, the scale measures how commonplace and ordinary something seems to be. 

A consumer's belief that his/her purchase of a product was not the same as experienced by a friend is measured with three, nine-point Likert-type items.  To be clear, the scale measures the belief that the purchases made by two people of the same type of product were different in some way (unspecified) rather than the products themselves being different, e.g., different prices.