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Marshfield Clinic Research Foundation

risk

Four, five-point Likert-type statements are purported to measure the extent to which a consumer considers some specified product class or brand as being hazardous to use. The product class examined by Griffin, Babin, and Attaway (1996) was power lawn tools.

Three, five-point Likert-type statements are purported to measure the extent to which a respondent thinks that a person who has received an injury using a product realized that such an unfortunate outcome was a possible consequence of using the product.

This is a ten-item, seven-point Likert-type scale measuring the degree to which a person reports him/herself to be interested in trying a variety of marketing-entities things such as new stores, restaurants, and brands.

This five-item Likert-type scale is used to measure the degree to which a person expresses enjoyment with taking risks. The scale was referred to as risk assessment by Bruning, Kovacic, and Oberdick (1985).