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Six, seven-point Likert-type items measure how much a consumer believes that a particular brand engages in activities that disrespect customers and takes advantage of them.

The scale uses three, seven-point Likert-type items to measure a consumer's belief that a particular marketer wants to make a profit at the expense of customers.

The scale has three, seven-point Likert-type items that are used to measure the degree to which a customer believes a company has done something unexpected that has damaged their relationship.

Three statements with bi-polar adjective responses are used in this scale to measure a consumer's attitude regarding a marketer's motive for changing prices, i.e., was it a good/bad motive?

The scale is composed of three statements that measure a customer's opinion regarding the reason why a retailer offers a low-price guarantee. In particular, the scale measures the degree to which a consumer believes the low-price guarantee is offered in order serve its own financial interests rather than to be customer-oriented.

Four, five-point Likert-type items are used to measure a person's belief that a business will engage in behaviors in such a way that it deceives and harms customers.

This scale uses five items to measure how deceived and exploited a customer of a business feels as a result of some event such as a service failure.

These three, seven-point semantic differentials are used to measure the extent to which a person believes that a party is engaging in a behavior primarily for its own benefit, such as to make a profit.