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Marshfield Clinic Research Foundation

decision

The scale is purported to measure the perceived degree of financial risk associated with purchase of a specified product. Financial risk has to do with the uncertainty and monetary loss a person thinks could be incurred if a product does not function at some expected level. Shimp and Bearden (1982) used a three-item, nine-point version of the scale, whereas the version used by Grewel, Gotlieb, and Marmorstein (1994) had three items and a seven-point response format.

A three-item, seven-point semantic differential scale is used to measure the degree to which a consumer views a purchase decision as being influenced by his or her feelings, versus cognitive thought processes, because of such things as ego gratification, social acceptance, or hedonic motivation.

A three-item, seven-point semantic differential scale is used in measuring the degree to which a purchase decision is influenced by one's feelings versus one's cognitive thinking.

This is a two-item, seven-point semantic differential rating scale that measures the degree to which a consumer indicates that a purchase decision for a particular product is influenced more by his/her cognitive thinking rather than feelings.