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This two-item, seven-point semantic differential scale is used in measuring how much variability a consumer perceives there to be among brands of a specified product on a specified feature. Sujan and Bettman (1989) used it for attributes of 35mm SLR cameras.

This is a four-item, seven-point semantic differential scale measuring the degree to which a consumer perceives a certain brand to be like other brands typical of a specified product category. Sujan and Bettman (1989) used it for 35mm SLR cameras.

This is a two-item, seven-point scale measuring the degree to which a consumer perceives a product category to have many different brands composing it. Sujan and Bettman (1989) referred to this scale as product category submarkets and used it for 35mm SLR cameras.