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rumination

Nine, four-point items are used to measure how much a person engages in self-examination and introspection.

The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession.  Six, seven-point Likert-type items compose the scale.

The scale has been used to measure a type of private introspection and self-attentiveness stimulated by curiosity.  Twelve, five-point Likert-type items compose the scale.