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Bob Moritz
Marshfield Clinic Research Foundation

Quality of the Television Set

Six, seven-point items are used to measure the extent to which several attributes are characteristic of some video product or class of products. Although each item could be viewed as a belief, summarizing them implies that they are related to each other and are tapping into a common attribute (product quality). Given the directions used by Gürhan-Canli and Maheswaran (2000), their scale measured one's attitude toward a class of products manufactured in a specified country. They referred to the scale as country-of-origin beliefs.  The items would be best fit televisions but might also be appropriate for DVRs and camcorders.