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memory

A three-item, six-point Likert-type scale is used to measure the degree to which a person indicates that a stimulus has evoked images and triggered memories.

A five-item, five-point Likert-type scale is used in measuring the number of times in the previous two years a customer recalls receiving information from his/her insurance company about policies or other products.

This is a five-item, seven-point semantic differential scale measuring how arousing a consumer believes a particular advertisement to be.

This is a six-item, five-point scale measuring the number of times in the previous two years a customer recalls the mass media providing information that led to questioning the value of his/her insurance policy. The implication of this measure is that the information originates from sources other than the policy owner's insurance company.