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Bob Moritz
Marshfield Clinic Research Foundation

consequences

A customer's belief regarding how bad a problem was created by a particular product failure he/she experienced is measured in this scale with four, five-point Likert-type items.

The scale uses six, seven-point items to measure the probability that a consumer perceives the purchase of a specified product to be associated with a mixture of six types of losses.

A five-item, four-point Likert-like scale is used to measure a person's agreement about the negative effects of legalized casino-gambling in his/her city.

Three, seven-point items are used to measure the extent to which a person is pleased with the result of a particular event, e.g., bargaining.

The scale is purported to measure the perceived degree of performance risk associated with a specified product. Performance risk has to do with the uncertainty and consequences of a product failing to function at some expected level.

The degree to which a person expresses a desire to avoid taking risks is measured in this three-item Likert-type scale.

Eight, five-point phrases are used in this scale to measure the extent to which a person believes that use of a product will result in bad physical and/or social consequences. The set of items is most relevant for consumption of alcohol but might be modified a little for related substances such as drugs.

How irritating and troublesome the failure of a particular good or service is perceived to be is measured with three, seven-point semantic-differentials.

Three, nine-point items are used to measure the degree to which a person feels in control of a choice and takes personal responsibility for the outcome.

This scale is composed of three, seven-point Likert-type items that are intended to measure the tendency for a person to assume the best will happen and concentrate more on the positive consequences of decisions rather than the negative.