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Bob Moritz
Marshfield Clinic Research Foundation

fairness

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

The scale uses four statements to measure a customer’s belief that a particular service provider does not exploit or deceive him/her in their business relationship.

The reasonableness and acceptability of a price is measured with four, seven-point semantic differentials.

With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.

The scale uses three, seven-point Likert-type items to measure one’s belief that it is fair for visitors to give something to a website in return for access to free content.

The extent to which a person believes that the visitor-related procedures used by a website are fair, particularly with respect to handling information, is measured with four, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a consumer's belief that a particular marketer wants to make a profit at the expense of customers.