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reality

Seven, five-point items are used to measure the degree to which a person has a type of cognition in which reality is viewed in terms of polar opposites rather than a continuum.  An eight-item version of the scale is also described.

With three Likert-type items, the scale measures a person’s attitude regarding the naturalness and solidness of a mediated environment that he/she has experienced. 

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

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.

The degree to which a person believes the information presented or described in an advertisement could actually happen in real life is measured with three 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.

The degree to which a person believes the fundamental tenets of a religion, such as the reality of GOD, is measured using four, seven-point Likert-type items.

The scale measures how much a subject who has been in an experiment believes the purchase situation was realistic.  A three- and a four-item version were created.

The extent to which a person is superstitious is measured based his/her belief in three phenomena that, if genuine, would violate basic limiting principles of science.

The extent to which a person believes that a particular story and the facts stated in it are correct is measured in this scale using three, seven-point Likert-type items.  The scale seems to be amenable for use with advertisements, books, and movies by simply replacing the word "story" in each item with something else if desired.