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memory

The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession.  Six, seven-point Likert-type items compose the scale.

The scale is composed of eight, nine-point Likert-type items that measure the pleasure one derives from recalling happy memories.

Five, seven-point items measure the degree to which an advertisement caused a person to think of happy events in his/her own life.

The extent to which a person has a positive sentimental attachment to a particular place due to some event(s) that occurred there is measured using four, seven-point Likert-type items.

Ten, seven-point Likert-type items are used to measure how knowledgeable a person reports being with regard to jokes.  Although the scale measures self-reported awareness and recall of jokes, it does not explicitly measure if a person believes him/herself to be funny in telling the jokes.

The clarity of the memory a person has of some particular object or event is measured with three, seven-point semantic differentials.

Four statements are used in this scale to measure how much a person focuses his/her attention on the past.

This Likert-type scale uses six, seven-point items to measure how interesting and original a person believes an advertisement is for a certain product.

Six, seven point Likert-type items measure the degree to which a person feels pleasure watching an ad because it evokes the memory of a time prior to when he/she was born.

The degree to which a person feels pleasure watching an ad because it evokes the memory of a specific time in that person’s past is measured in this scale with six, seven point Likert-type items.