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Bob Moritz
Marshfield Clinic Research Foundation

superiority

The degree to which something or someone is viewed as stylish and trendy is measured in this scale with three, nine-point, semantic differentials. 

Eight, five-point semantic-differentials are used to measure a person's expression of self-assertive personality traits.  While the traits could be possessed by either sex, they are stereotypically associated with males.

The scale is composed of four, seven-point Likert-type items that measure the degree to which a person accepts differences in social status among people in a society as normal.

Three, seven-point Likert-type items are used to measure a person's opinion about the extent to which usage of a certain website has an effect on one's prestige in a reference group.

Using four, seven-point items, this scale measures a consumer's ability to explain the reasons why a particular brand or type of product is preferred.

With five, seven-point items, this scale measures the degree to which a consumer believes a customized version of a product is better in various ways compared to the standard version.  The scale was called delta benefit by Franke, Keinz, and Steger (2009), referring to the increase in benefits that occurs when a product is changed to be more like the customer desires.

Three, seven-point semantic differentials are used in this scale to measure the degree to which an object is viewed as being classy and urbane rather than common and uncultured.

The scale has four, nine-point bi-polar adjectives that measure how much a person views an object as having a personality-like image characterized by traits related to social superiority and attractiveness.

The scale is composed of three, seven-point items that measure the degree to which a person believes that a product has advantages over other products with which it competes.

A person's assessment of a product's quality as compared to the quality of referent products of the same category is measured with three, nine-point Likert-type items.