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Bob Moritz
Marshfield Clinic Research Foundation

personality

Three items are used to measure the extent to which a person believes his/her identity has been put into something he/she is creating or helping to produce.

The intended construct being measured has to do with a person's general tendency to think either analytically (focus on the parts) or holistically (focus on the whole).  The scale is composed of six, five-point items.

Using ten items, the scale attempts to measure a person's cognitive orientation to either focus on the whole more so than the parts (holistic thinking) or to devote more attention to the parts than to the whole (analytic thinking). 

The degree to which a consumer describes him/herself as a technology pioneer and opinion leader is measured in this scale using seven Likert-type items.

The five, seven-point semantic differentials that make up this scale are used to measure the extent to which a person is open to new ideas and experiences.

Four statements are used in this scale to measure how much a person focuses his/her attention on the past.

The extent to which a person focuses attention on the future relative to the time spent on the past is measured with four statements.

The degree to which a person relies on feeling and intuition to make decisions and judgments is measured using five items.

Seven, seven-point Likert-type items are used to measure the degree to which a person becomes immersed in his/her mental imagery.

The 40 Likert-type items composing this scale are purported to measure the strength with which a person experiences his or her emotions.