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Krista Holt
Senior Director, Research & Design, Vital Findings

Attitude Toward Self-Service Stores

A three-item, five-point Likert-type scale is used to measure the degree to which a consumer prefers a personalized shopping experience rather than self-service stores where there is little personal interaction between salespeople and cus tomers. The scale was referred to by Forman and Sriram (1991) as attitude toward perceived depersonalization (APD).