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Marshfield Clinic Research Foundation

loss

Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken. 

Three, eleven point Likert-type items are used to measure the importance a person placed on winning a particular auction he/she was involved in with other bidders.

Three, seven-point items measure a person’s belief that an e-mail message he/she has received is risky in some way.  (The type of risk is not specified in the scale.)

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.

This three item, seven-point scale is intended to measure the degree to which a person who is participating in some sort of a gamble is experiencing stress about not winning.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person views the purchase of a particular product in the next year to have unspecified negative consequences associated with it.