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Bob Moritz
Marshfield Clinic Research Foundation

importance

The scale uses three, nine-point uni-polar terms to measure how important something is to a person.  The scale is "general" in the sense that the three items composing the scale are not specific to any particular object and can be paired with properly written instructions to refer to almost any object.

The importance of the brand to a consumer's purchase decision is measured in this scale with four, seven-point Likert-type items.  The focus is on the extent to which the consumer takes the brand of a product into account.  Further, the scale is meant to be used within a product category rather than across all categories since the relevance of brand names in a person's decision could vary from category to category.

The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items.  Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.

Five, unipolar items compose this scale which is intended to measure how important it is to a consumer for products in a certain category to perform well on attributes related to their ability to do what they are supposed to do.

Three, seven-point Likert-type items are used to measure a person's opinion about the extent to which usage of a certain website has an effect on one's prestige in a reference group.

Five, five-point Likert-type items are used to measure the degree of importance a consumer places on mass media advertising when shopping for a specified product.

This is a seven-point, four-item semantic differential scale that is supposed to measure a person's intrinsic involvement with a particular advertisement.

This is a four-item, five-point that measures the importance a person places on independent, expert information sources.

Four, five-point Likert-type items are used to measure the degree of importance that various information sources, mainly in-store influences, have to a person when shopping for a certain product.

This five-item, seven-point scale is used to measure various aspects (knowledge, use, importance) of a consumer's involvement with several product categories.