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superiority

With three-items, the scale measures how much a person knows who is socially superior or inferior to him- or herself in a particular community

This eight-item scale measures one’s need to perform better than others and the desire to win in interpersonal situations.

Using seven, seven-point Likert-type items, the scale measures the attitude that there is inequality of social groups and some are superior to others.

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.

The extent to which a person expresses beliefs supporting inequality among social groups is measured with sixteen, seven-point items.

A customer’s belief that something such as a particular brand or company is better than the alternatives and that he/she is loyal to it, is measured using three, nine-point Likert-type items.

Three, seven-point semantic differentials are used to measure how well made a particular company’s products are believed to be.

Using three questions, this scale measures how much a person believes that at a particular point in time he/she had power over other people.

The extent to which a person reports feeling powerful at a particular point in time is measured with three questions and a seven-point response format.  To be clear, this is a measure of a person’s state rather than a personality trait or enduring characteristic.

The degree to which a patron believes a certain place serves his/her goals better than the available alternatives is measured with five, seven-point Likert-type items.