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Four, seven-point Likert-type items are used to measure a person’s belief that a certain product has a history that tells a story about how the product it began and changed over time.

How much a consumer wants to know more about a particular sale is measured with three, seven-point items.

Three items are employed to measure how skilled a consumer believes him/herself to be in finding information, especially with respect to products.

This Likert-type scale measures how much a consumer believes that two products that have been promoted together are associated because they are used together by consumers.

A person’s desire and tendency to customize products when possible is measured with three, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

Beliefs that companies have more power, authority, and design expertise than consumers as it relates to products are measured with six, nine-point items.

With four, seven-point items, the scale measures the degree to which a person believes his/her initial experience with a product to have been a one-time event and not representative of the product in general.

Using three, seven-point Likert-type items, the scale measures how much a person believes that a particular good or service is new to the market and different from alternative products.

How much a consumer believes a particular product will be used in situations where other people will see it is measured with three items.  A low score on the scale would imply the product will only be used in private, such as at home.