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perception

Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.

Five, five-point items measure how much a person felt immersed in a story and distanced from reality.

With ten, seven-point items, the scale measures how much a person is absorbed in an activity because it is the optimal challenge for his/her skill.

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.

With three, seven-point items, the scale measures the degree to which a person was daydreaming or thinking about other things during a particular task.

Six, seven-point semantic differentials measure the ease with which some particular written information was read and processed.  

The degree to which a person reports being able to “see” in his/her mind a particular object or action is measured with three, seven-point Likert-type items.

Using four, nine-point items, the scale measures the degree to which a consumer considers a retailer to be close and tangible rather than distant and abstract.  As an example of the construct, a retailer that only has a website would likely be viewed by consumers as more psychologically distant than a brick-and-mortar store that is physically close to them.

Six, seven-point Likert-type items are used to measure how well organized and easy to understand an ad is which a person has seen.