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harmful

The extent to which an entity (company, organization, person, etc.) is viewed as compassionate and moral or, at the other extreme, cruel and harmful is measured with three, seven-point semantic differentials.

Four, seven-point Likert-type items measure the degree to which a person’s attitude about some produce (vegetables and/or fruit) in a particular context is harmful to eat and could make him/her sick.

The scale uses three, seven-point items to measure a consumer’s belief that a particular food product featured in an advertisement is likely to have genetically modified ingredients. (GMO stands for Genetically Modified Organisms.)

The degree to which a person believes a particular food is wholesome and healthy is measured with three questions, each with its own semantic differential and a 101-point sliding response scale.

Four, seven-point items measure how much a person believes that a particular food is good to eat and is not fattening.

The scale has four, seven-point bi-polar adjectives that measure how much an event is viewed not only as bad but also as a crisis. 

The scale uses four, nine-point items to measure the extent to which it is believed that something, such as a particular person or group, is corrupting society and harming social order.  WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632]. The extent to which the anomilies affected this scale is unknown.

The degree to which a person believes that a particular health issue is serious and important is measured with three, seven-point Likert-type items.

The degree to which a person feels disrespected and betrayed due to a company’s customer data activities is measured using four, seven-point Likert-type items.

A person’s beliefs regarding the need for careful usage of pesticides in the home are measured with three, seven-point Likert-type items.