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Dr. Emanuel Said
Lecturer in Marketing, University of Malta

perception

Three, seven-point semantic differentials are used in this scale to measure the ease with which a person is able to process a visual stimulus. It is a combination of perceptual fluency (items #1 and #2) and conceptual fluency (item #3). Labroo, Dhar, and Schwarz (2008) referred to the scale both as ease of processing and a fluency index.

The scale is intended to measure the degree to which a person is immersed in some text (ad, story, poetry) such that its events and characteristics are more accessible than those in the person's real-world surroundings.

Seven-point items are intended to measure the degree to which a certain stimulus has focused a person’s thoughts on self rather than others.

The scale is composed of eight, seven-point Likert-type items that measure the degree to which a person has the sense of being at/in (presence) a remote/virtual environment (tele). Thus, afterwards the person is left with a feeling of having been psychologically transported to a "world" created at a website such that for a time it was as if they were there rather than the physical place where the viewing was done (home, office).

Six, seven-point items are used to measure the degree to which a person describes a webpage as being effective at getting and holding his/her attention. The scale also seems to measure a person's level of motivation to process information on the webpage during the exercise.

The scale is composed of three, seven-point Likert-type items that measure the degree to which a person says that his/her mind was focused on the task of browsing a website rather than on something else. The scale was referred to as the attention subfactor of a second-order construct that Wang et al. (2007) called flow. While this factor and the others measured by Wang et al. (2007) might as a set be viewed as composing flow, they do not individually appear to measure flow, thus, are not referred to it here by that term.

The scale is composed of six items that are intended to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way. Aggarwal and McGill (2007) used the scale with beverage bottles.

The full version of this scale has twenty-two statements that measure a person's preference for processing information in either a verbal or a visual modality. The measure was referred to as the Style of Processing (SOP) scale by Childers, Houston, and Heckler (1985).

The scale is composed of three, nine-point semantic differentials and measures the extent to which a person believes there are differences among some specified set stimuli. As used by Gürhan-Canli (2003), the stimuli were different products within the same brand family and the perceived difference in quality among those products was being examined.

The scale has three, seven-point semantic differentials that are intended to measure the degree to which a person believes that the parts of a particular stimulus fit together well.