Marketing Scales
Repertory of Marketing Scales
If you are looking for measurement scales to include in your marketing research questionnaire, you can access a collection of multi-item scales that have been utilized in consumer-related surveys and experiments. These scales serve as a valuable tool in marketing research as they allow for quantifying subjective concepts, such as attitudes and perceptions, and provide a standardized way to measure and compare data across different samples and contexts. By utilizing established measurement scales, you can ensure the validity and reliability of your data and draw more accurate conclusions about consumer behavior and preferences.
Note: Items with * are reversed.
| Measurement scale | Items | Type of scale | Author(s) | Year | Journal |
|---|---|---|---|---|---|
| Absorption disposition | ‒ I can be greatly moved by eloquent or poetic language. ‒ I like to watch cloud shapes change in the sky. ‒ I think that I really know what some people mean when they talk about mystical experiences. ‒ The crackle and flames of a wood fire stimulate my imagination. ‒ I often take delight in small things. ‒ When listening to organ music or other powerful music, I sometimes feel as if I am being lifted into the air. ‒ I can be deeply moved by a sunset. | Likert-type scale | Chang | 2011 | Journal of Advertising |
| Abstractness | ‒ Abstract / Concrete. ‒ Broad / Detailed. ‒ General / Specific. ‒ Indirect / Direct. | Semantic differential | Aggarwal & Law | 2005 | Journal of Consumer Research |
| Ad comprehensibility | ‒ Overall, this ad is difficult to comprehend. ‒ Overall, this ad is complicated. ‒ Overall, this ad is unclear. | Likert-type scale | Pieters et al. | 2010 | Journal of Marketing |
| Ad creativity | ‒ Not original / Original. ‒ Ordinary / Unique. ‒ Not creative / Creative. ‒ Not relevant / Relevant to me. ‒ Not useful / Useful to me. | Semantic differential | Jin et al. | 2022 | International Journal of Advertising |
| Ad credibility | ‒ Unconvincing / Convincing. ‒ Unbelievable / Believable. ‒ Dishonest / Honest. | Semantic differential | Eisend et al. | 2015 | Journal of Advertising |
| Ad credibility | ‒ I think the ad is credible. ‒ I think the ad is realistic. ‒ I think the ad is convincing. ‒ I think the ad is persuasive. ‒ I think the ad is important. ‒ I think the ad is relevant. | Likert-type scale | Sarofim & Cabano | 2018 | Marketing Letters |
| Ad entertainment | ‒ The ad was attractive. ‒ The ad was enjoyable. ‒ The ad was entertaining. ‒ The ad was fun to watch. | Likert-type scale | Edwards et al. | 2002 | Journal of Advertising |
| Ad informativeness | ‒ This ad supplies relevant information on products or services. ‒ This ad is a good source of product information. | Likert-type scale | Tsai et al. | 2020 | Journal of Interactive Advertising |
| Ad intrusiveness | ‒ The advertisement was distracting. ‒ The advertisement was disturbing. ‒ The advertisement was forced. ‒ The advertisement was interfering. ‒ The advertisement was intrusive. ‒ The advertisement was invasive. ‒ The advertisement was obtrusive. | Likert-type scale | Edwards et al. | 2002 | Journal of Advertising |
| Ad relevance | ‒ Not important / Important. ‒ Not relevant / Relevant. ‒ Meaningless / Meaningful. | Semantic differential | De Keyzer et al. | 2015 | Journal of Interactive Advertising |
| Ad slogan congruence | ‒ This ad slogan is compatible with the ad. ‒ This ad slogan is a good fit for the ad. ‒ This ad slogan matches the ad well. | Likert-type scale | Misra & Beatty | 1990 | Journal of Business Research |
| Ad trust (Affective dimension) | ‒ The advertisement is likable. ‒ The advertisement is enjoyable. ‒ The advertisement is positive. | Likert-type scale | Soh et al. | 2009 | Journal of Advertising |
| Advertising realism | ‒ The advertisement is not realistic / is realistic. ‒ The advertisement could exist unlikely in real life / likely in real life. | Semantic differential | Pfiffelmann et al. | 2023 | International Journal of Advertising |
| Aesthetic appeal | ‒ The product was beautiful. ‒ The product was pretty. ‒ The product was artistic. ‒ The product was aesthetically pleasing. | Likert-type scale | Wu et al. | 2017 | Journal of Consumer Research |
| Aesthetic evaluation | ‒ Offensive / Enjoyable. ‒ Poor-looking / Nice-looking. ‒ Displeasing / Pleasing. ‒ Unattractive / Attractive. ‒ Bad appearance / Good appearance. ‒ Ugly / Beautiful. | Semantic differential | Lam & Mukherjee | 2005 | Journal of Retailing |
| Anger | ‒ I am furious. ‒ I am outraged. ‒ I feel indignant. | Likert-type scale | Gelbrich | 2011 | Journal of Retailing |
| Anthropomorphizing | ‒ It looks like a person. ‒ It seems almost as if it has free will. ‒ It seems as if it has intentions. | Likert-type scale | Kim & McGill | 2011 | Journal of Consumer Research |
| Appropriateness of the celebrity | ‒ Appropriate / Inappropriate. ‒ Fits / Does not fit. ‒ Effective / Not effective. ‒ Poor endorser / Strong endorse. | Semantic differential | Edwards et al. | 2009 | Journal for Promotion Management |
| Aspirational motive | ‒ I need a life goal. ‒ I need a role model. ‒ I need a career model. | Likert-type scale | Hung | 2014 | Journal of Advertising |
| Assumed expensiveness | ‒ What I would expect to pay for this product is high. ‒ Considering the expected price of this product, the price compared with a product in general is expensive. ‒ Considering the expected price of this product, the price compared with a similar-level product is expensive. ‒ Considering the expected price of this product, the price compared with similar-function product is expensive. | Likert-type scale | Wu et al. | 2012 | International Journal of Consumer Studies |
| Attachment anxiety | ‒ I worry about being alone. ‒ When I’m not involved in a relationship, I feel somewhat anxious and insecure. ‒ I worry that people I have relationships with won’t care about me as much as I care about them. ‒ My desire to be very close sometimes scares people away. ‒ I worry a lot about my relationships | Likert-type scale | Johnson et al. | 2012 | Journal of Consumer Psychology |
| Attention to the product information | ‒ I paid close attention to the product information. ‒ I was very focused on the product information. ‒ I ignored everything unrelated to the product. ‒ I only looked at the product information. | Likert-type scale | Coleman et al. | 2017 | Journal of Consumer Research |
| Attitude to the website | ‒ Bad / Good. ‒ Unpleasant / Pleasant. ‒ Irritating / Not irritating. ‒ Dislike / Like. | Semantic differential | McMillan | 2002 | New Media & Society |
| Attitude toward green marketing claims | ‒ The green claims are not believable.* ‒ The green claims are exaggerated.* ‒ The green claims are misleading.* ‒ The green claims are real. | Likert-type scale | Chang | 2011 | Journal of Consumer Affairs |
| Attitude toward the advertisement | ‒ I dislike the ad / I like the ad. ‒ I react unfavorably to the ad / I react favorably to the ad. ‒ I feel negative toward the ad / I feel positive toward the ad. ‒ The ad is bad / The ad is good. | Semantic differential | Holbrook & Batra | 1987 | Journal of Consumer Research |
| Attitude toward the advertisement | ‒ I got a positive impression. ‒ I found it really something for me. ‒ I found it interesting. ‒ I found it credible. ‒ I found it exaggerated.* ‒ I found it attractive. | Likert-type scale | De pelsmacker et al. | 2002 | Journal of Advertising |
| Attitude toward the advocated behavior | ‒ Not at all useful / Extremely useful. ‒ Extremely unfavorable / Favorable. ‒ Extremely bad idea / Good idea. ‒ Not at all important / Very important. | Semantic differential | Maheswaran & Meyers-Levy | 1990 | Journal of Marketing Research |
| Attitude toward the brand | ‒ Bad / Good. ‒ Unappealing / Appealing. ‒ Unpleasant / Pleasant. ‒ Unfavorable / Favorable. ‒ Unlikeable / Likeable. | Semantic differential | MacKenzie et al. | 1986 | Journal of Marketing Research |
| Attitude toward the brand (Hedonic dimension) | ‒ Not fun / Fun. ‒ Dull / Exciting. ‒ Not delightful / Delightful. ‒ Not thrilling / Thrilling. ‒ Unenjoyable / Enjoyable. | Semantic differential | Voss et al. | 2003 | Journal of Marketing Research |
| Attitude toward the brand (Utilitarian dimension) | ‒ Not effective / Effective. ‒ Not helpful / Helpful. ‒ Not functional / Functional. ‒ Not necessary / Necessary. ‒ Not practical / Practical. | Semantic differential | Voss et al. | 2003 | Journal of Marketing Research |
| Attitude toward the organization | ‒ I admire organizations such as (X). ‒ I feel inspired by organizations such as (X). ‒ I respect organizations such as (X). ‒ I like organizations such as (X). | Likert-type scale | Aaker et al. | 2010 | Journal of Consumer Research |
| Attitude toward the product | ‒ Unappealing / Appealing. ‒ Bad / Good. ‒ Unpleasant / Pleasant. ‒ Unfavorable / Favorable. ‒ Unlikable / Likable. | Semantic differential | Park et al. | 2021 | Journal of Advertising |
| Attitude toward the product | ‒ Bad / Good. ‒ Negative / Positive. ‒ Unfavorable / Favorable. | Semantic differential | Rucker & Petty | 2006 | Spring |
| Behavioral intentions toward a website | How likely would you like to… ‒ Return to this site. ‒ Tell someone else about this site. ‒ Send email to this site. ‒ Bookmark this site. ‒ Post a message about this site on a list or newsgroup that deals with a related subject. | Likert-type scale | McMillan | 2002 | New Media & Society |
| Body size | ‒ Very overweight / Very underweight. ‒ Very obese / Very thin. ‒ Much heavier / Much thinner. | Semantic differential | McFerran et al. | 2010 | Journal of Consumer Research |
| Brand authenticity | ‒ This brand is genuine. ‒ This brand is authentic. ‒ This brand is real. | Likert-type scale | Park et al. | 2021 | Journal of Advertising |
| Brand awareness | ‒ I am always aware of (X) brand. ‒ Characteristics of (X) brand come to my mind quickly. ‒ I can quickly recall the symbol or logo of (X) brand. | Likert-type scale | Kim & Hyun | 2011 | Industrial Marketing Management |
| Brand betrayal | ‒ To what extent does Brand X intend to take advantage of you? ‒ To what extent does Brand X intentionally mislead you? ‒ To what extent does Brand X try to exploit you? | Likert-type scale | Tan et al. | 2021 | Journal of Business Research |
| Brand commitment | ‒ I consider myself to be highly loyal to one brand of (product type). ‒ When another brand is on sale, I will generally purchase it, rather than my usual brand of (product type).* ‒ If my preferred brand of (product type) was not available at the store, it would make little difference to me if I had to choose another brand.* ‒ If my preferred brand of (product type) were not available at the store, I will buy another favorite brand.* ‒ If my preferred brand of (product type) were not available at the store, I will go to another store. ‒ If I had made a brand choice for (product type) before actually making the purchase, I might easily change my intended choice upon receiving discrepant information.* | Likert-type scale | Bloemer & Kasper | 1995 | Journal of Economic Psychology |
| Brand commitment | ‒ If Brand X is not available at the store, it would make little difference to me if I had to choose another brand.* ‒ I consider myself to be highly loyal to Brand X. ‒ When another brand is on sale, I will generally purchase it rather than brand X.* | Likert-type scale | Beatty et al. | 1988 | Journal of Business Research |
| Brand commitment | ‒ I consider myself to be loyal to (X). ‒ (X) would be my first choice. ‒ I would not buy other brands if (X) is available at the store. ‒ I am willing to pay a higher price for a (X) than I would for other brands. | Likert-type scale | Moreau et al. | 2011 | Journal of Marketing |
| Brand competence | I think the advertised Brand (X) is seen as… ‒ Not effective at all / Very effective. ‒ Not competent at all / Very competent. ‒ Not efficient at all / Very efficient. ‒ Not capable at all / Very capable. | Semantic differential | Aaker et al. | 2012 | Journal of Consumer Psychology |
| Brand continuity | ‒ I think a brand is consistent over time. ‒ I think the brand stays true to itself. ‒ Brand offers continuity. ‒ The brand has a clear concept that it pursues. | Likert-type scale | Bruhn et al. | 2012 | Advances in Consumer Research |
| Brand credibility | ‒ My favourite brand delivers what it promises. ‒ Service claims from my favourite brand are believable. ‒ Over time, my experiences with my favourite brand have led me to expect it to keep its promises, no more and no less. ‒ My favourite brand is committed to delivering on its claim, no more and no less. ‒ My favourite brand has a name I can trust. ‒ My favourite brand has the ability to deliver what it promises. | Likert-type scale | Newell & Goldsmith | 2001 | Journal of Business Research |
| Brand disappointment | ‒ To what extent does Brand X break the promise made to you? ‒ To what extent does Brand X let you down in a moment of need? ‒ To what extent does Brand X fail to support you? | Likert-type scale | Tan et al. | 2021 | Journal of Business Research |
| Brand engagement in self-concept | ‒ I feel as if I have a close personal connection with the brands I most prefer. ‒ I can identify with important brands in my life. ‒ I have a special bond with the brand that I like. ‒ Part of me is defined by important brands in my life. | Likert-type scale | Sprott et al. | 2009 | Journal of Marketing Research |
| Brand familiarity | ‒ I knew quite a bit about the company. ‒ I was very familiar with the company. ‒ I was familiar with the company's products or services. | Likert-type scale | Cable & Turban | 2003 | Journal of Applied Social Psychology |
| Brand heritage | ‒ X is a brand with tradition. ‒ The brand X is characterized by its own history. ‒ The promises of X are closely linked to its tradition. ‒ The brand X is conscious of tradition. | Likert-type scale | Fritz et al. | 2017 | European Journal of Marketing |
| Brand image (Trendy & Refined) | ‒ Outdated / Trendy. ‒ Unappealing / Sexy. ‒ Inelegant / Elegant. ‒ Practical / Romantic. ‒ Negative / Positive. | Semantic differential | Park & Rabolt | 2009 | Journal of Psychology & Marketing |
| Brand imitation | ‒ The products in this selection appear to be copying each other. ‒ The products in this selection appear to be imitating each other. ‒ The products in this selection appear to be mimicking each other. | Likert-type scale | Kelting et al. | 2017 | Journal of the Academy of Marketing Science |
| Brand knowledge | ‒ When compared to other people, I know a lot about this brand. ‒ My friends consider me an expert regarding this brand. ‒ I consider myself very experienced with this brand. | Likert-type scale | Algesheimer et al. | 2005 | Journal of Marketing |
| Brand loyalty | ‒ I am willing to make an effort to search for my favorite brand. ‒ I intend to keep purchasing this brand. | Likert-type scale | Chauduri & Holbrook | 2001 | Journal of Marketing |
| Brand loyalty intentions | ‒ I intend to buy this brand in the near future. ‒ I would actively search for this brand in order to buy it. ‒ I intend to buy other products of this brand. | Likert-type scale | Algesheimer et al. | 2005 | Journal of Marketing |
| Brand naturalness | ‒ The brand does not seem artificial. ‒ The brand makes a genuine impression. ‒ The brand gives the impression of being natural. | Likert-type scale | Bruhn et al. | 2012 | Advances in Consumer Research |
| Brand originality | ‒ The brand is different from all other brands. ‒ Brand stands out from other brands. ‒ I think the brand is unique. ‒ The brand clearly distinguishes itself from other brands. | Likert-type scale | Bruhn et al. | 2012 | Advances in Consumer Research |
| Brand personality appel | ‒ Satisfactory / Unsatisfactory.* ‒ Unpleasant / Pleasant. ‒ Attractive / Unattractive.* ‒ Positive / Negative.* ‒ Bad / Good. ‒ Poor / Excellent. ‒ Undesirable / Desirable. | Semantic differential | Freling et al. | 2011 | Journal of the Academy of Marketing Science |
| Brand popularity | ‒ This is the most innovative brand in the market. ‒ This is the leading brand in the market. ‒ This brand is growing in popularity. ‒ This is the most popular brand in the market. | Likert-type scale | Zhou et al. | 2010 | Journal of Academy of Marketing Science |
| Brand quality | ‒ The brand is of high quality. ‒ The likely quality of this brand is extremely high. ‒ The likelihood that this brand would be functional is very high. ‒ The likelihood that this brand is reliable is very high. ‒ This brand must be of very good quality. | Likert-type scale | Washburn & Plank | 2002 | Journal of Marketing Theory and Practice |
| Brand relationship quality | ‒ This brand says a lot about the kind of person I am. ‒ This brand's image and my self-image are similar in many respects. ‒ This brand plays an important role in my life. | Likert-type scale | Algesheimer et al. | 2005 | Journal of Marketing |
| Brand relevance | ‒ When I purchase a product, the brand plays—compared to other things—an important role. ‒ When purchasing, I focus mainly on the brand. ‒ To me, it is important to purchase a brand-name product. ‒ The brand plays a significant role as to how satisfied I am with the product. | Likert-type scale | Fischer et al. | 2010 | Journal of Marketing Research |
| Brand reliability | ‒ My experience of the brand has shown me that it keeps its promises. ‒ The brand delivers what it promises. ‒ Brand’s promises are credible. ‒ The brand makes reliable promises. | Likert-type scale | Bruhn et al. | 2012 | Advances in Consumer Research |
| Brand trust | ‒ I can rely on this brand. ‒ I trust this brand. | Likert-type scale | Chaudhuri & Holbrook | 2001 | International Journal of Advertising |
| Brand trust | ‒ I trust this brand. ‒ I rely on this brand. ‒ This is an honest brand. ‒ This brand is safe. | Likert-type scale | Chaudhuri & Holbrook | 2001 | Journal of Marketing |
| Brand trust | ‒ I trust Brand X to offer me new products that I may need. ‒ I trust that Brand X is interested in my satisfaction as a consumer. ‒ Brand X values me as a consumer of its products. ‒ I trust Brand X to offer me recommendations and advice on how to make the most of its product. ‒ Brand X offers me [product type] with a constant level of quality. ‒ I trust that Brand X will help me solve any problem I could have with the product. | Likert-type scale | Hayes et al. | 2017 | International Journal of Advertising |
| Brief resilience | ‒ I tend to bounce back quickly after hard times. ‒ I have a hard time making it through stressful events.* ‒ It does not take me long to recover from a stressful event. ‒ It is hard for me to snap back when something bad happens.* ‒ I usually come through difficult times with little trouble. ‒ I tend to take a long time to get over set-backs in my life.* | Likert-type scale | Smith et al. | 2008 | International Journal of Behavioral Medicine |
| Buying impulsiveness | ‒ I often buy things spontaneously. ‒ "Just do it" describes the way I buy things. ‒ I often buy things without thinking. ‒ "I see it, I buy it" describes me. ‒ "Buy now, think about it later" describes me. ‒ Sometimes I feel like buying things on the spur-of-the-moment. ‒ I buy things according to how I feel at the moment. ‒ I carefully plan most of my purchases.* ‒ Sometimes I am a bit reckless about what I buy. | Likert-type scale | Rook & Fisher | 1995 | Journal of Consumer Research |
| Celebrity authenticity | ‒ (Celebrity) tries to act in a manner that is consistent with his held values, even if others criticize or reject him for doing so. ‒ (Celebrity) cares about openness and honesty in close relationship with others. ‒ In general, (Celebrity) places a good deal of importance on other understanding who he truly is. ‒ People can count on (Celebrity) being who he is regardless of the situation. | Likert-type scale | Ilicic & Webster | 2016 | Psychology & Marketing |
| Celebrity fantasy | ‒ Sometimes I fantasize to be with (celebrity name). In the fantasy, I am very happy. ‒ Sometimes I fantasize to be with (celebrity name). In the fantasy, I can do the things I really like. ‒ Sometimes I fantasize to be with (celebrity name). In the fantasy, I can do whatever I want to. | Likert-type scale | Hung | 2014 | Journal of Advertising |
| Celebrity likeability | ‒ Very unlikeable / Very likeable. ‒ Very unpleasant / Very pleasant. ‒ Very disagreeable / Very agreeable. | Semantic differential | Um | 2017 | Social Behavior and Personality: an international journal |
| Certainty | ‒ Not firm / Very firm. ‒ Not certain / Very certain. ‒ Not sure / Very sure. ‒ Not definite / Very definite. ‒ Easily changed / Not easily changed. | Semantic differential | Pullig et al. | 2006 | Journal of the Academy of Marketing Science |
| Choice confidence | ‒ It was impossible to be certain which product fit my preferences best.* ‒ I felt confident when identifying one product that best matched my preferences. ‒ I was convinced to find a product that best fulfilled my needs. | Likert-type scale | Heitmann et al. | 2007 | Journal of Marketing Research |
| Choice difficulty | ‒ I thought it would be easy to justify a purchase decision, in case someone challenges it. ‒ I was able to see at first sight that some products were superior. ‒ In order to decide for one product, it was not necessary to make any difficult trade-offs. | Likert-type scale | Heitmann et al. | 2007 | Journal of Marketing Research |
| Click intention | ‒ I would like to click on the ad to learn more. ‒ It is likely that I click on this advertisement. | Likert-type scale | Pfiffelmann et al. | 2023 | International Journal of Advertising |
| Click intention | ‒ It is not likely / Likely that I will click this ad. | Semantic differential | Bleier & Eisenbeiss | 2015 | Journal of Retailing |
| Cognitive resource demands | ‒ Not a lot of thought / A lot of thought. ‒ Not a lot of focus / A lot of focus. ‒ Not a lot of concentration / A lot of concentration. | Semantic differential | Wilcox et al. | 2011 | Journal of Consumer Research |
| Cognitive resource demands | ‒ Easy to process / Difficult to process. ‒ Easy to understand / Difficult to understand. ‒ Easy to comprehend / Difficult to comprehend. | Semantic differential | White & Peloza | 2009 | Journal of Marketing |
| Collectivism | ‒ Making a lasting contribution to groups that I belong to, such as my work organization, is very important to me. ‒ When I become involved in a group project, I do my best to ensure its success. ‒ I feel great pride when y team or group does well, even if I’m not the main reason for its success. ‒ I would be honored if I were chosen by an organization or club that I belong to, to represent them at conference or meeting. ‒ When I’m part of a team, I am concerned about the group as a whole instead of whether individual team member like me or whether I like them. | Likert-type scale | Xie et al. | 2015 | Journal of the Academy of Marketing Science |
| Commitment to the relationship | The relationship that I have with (X): ‒ Is something I am very committed to. ‒ Is very important to me. ‒ Is something I intend to maintain indefinitely. ‒ Is very much like being family. ‒ Is something I really care about. ‒ Deserves my maximum effort to maintain. | Likert-type scale | Ganesh et al. | 2000 | Journal of Marketing |
| Company-related beliefs | ‒ Company X is consistent with my ethical values. ‒ The workforce at Company X is diverse. ‒ Company X employees are well compensated. ‒ Company X operate in an environmentally friendly manner. ‒ Company X is successful in terms of profits. | Likert-type scale | Biehal & Sheinin | 2007 | Journal of Marketing |
| Compassionate | ‒ I am compassionate. ‒ I am sympathetic. ‒ I am warm. ‒ I am helpful. | Likert-type scale | Khan & Dhar | 2006 | Journal of Marketing Research |
| Compatibility of the product | This product: ‒ Fits into my way of living. ‒ Fits the way I do things. ‒ Suits me well. | Likert-type scale | Rijsdijk et al. | 2007 | Journal of the Academy of Marketing Science |
| Competence of the business' managers | The way they operate their business made me feel that: ‒ They are experts in this business. ‒ They know what they are doing. ‒ They are competent. ‒ They are proficient. | Likert-type scale | Cho | 2006 | Journal of Retailing |
| Competitive intensity | ‒ Competition in our industry is cutthroat. ‒ There are many “promotion wars” in our industry. ‒ Anything that one competitor can offer, others can match readily. ‒ Price competition is a hallmark of our industry. ‒ One hears of a new competitive move almost every day. ‒ Our competitors are relatively weak. | Likert-type scale | Jaworski & Kohli | 1993 | Journal of Marketing |
| Creativity | ‒ I consider myself to be a creative person. ‒ Creative endeavors are important to me in my life. ‒ My best friends consider me to be a creative person. | Likert-type scale | Hoffman et al. | 2010 | Journal of Marketing Research |
| Creativity authenticity | ‒ Being personal (about self) / Being impersonal (about others). ‒ Being a form of self-expression / Being a form of interpretation. ‒ Being a form of art / Being a form of entertainment. ‒ Reflecting true inspiration / Reflecting commercial purposes. ‒ Being truthful / Being untruthful. ‒ Being composed with integrity / Being composed without integrity. | Semantic differential | Valsesia et al. | 2016 | Journal of Consumer Research |
| Customer inspiration | ‒ I was inspired to buy something. ‒ I felt a desire to buy something. ‒ My interest to buy something was increased. ‒ I was motivated to buy something. ‒ I felt an urge to buy something. | Likert-type scale | Böttger et al. | 2017 | Journal Marketing |
| Customer orientation | ‒ Company X has employees who are concerned about customer needs. ‒ Company X has employees who treat customers courteously. ‒ Company X is concerned about its customers. ‒ Company X treats its customers fairly. ‒ Company X takes customer rights seriously. ‒ Company X seems to care about all of its customers regardless of how much money they spend with them. | Likert-type scale | Walsh & Beatty | 2007 | Journal of the Academy of Marketing Science |
| Customer satisfaction | ‒ My choice to purchase this product was a wise one. ‒ I think that I did the right thing when I purchased this product. ‒ The product exactly meets my needs. | Likert-type scale | Cronin et al. | 2000 | Journal of Retailing |
| Customization | ‒ This website makes purchase recommendations that match my needs. ‒ This website enables me to order products that are tailor-made for me. ‒ The advertisements and promotions that this website sends to me are tailored to my situation. ‒ This website makes me feel that I am a unique customer. ‒ I believe that this website is customized to my needs. | Likert-type scale | Srinivasan et al. | 2002 | Journal of Retailing |
| Decision-making style (head vs. heart) | My final decision (X) was driven by: ‒ My thoughts / My feelings. ‒ My willpower / My desire. ‒ My prudent self / My impulsive self. ‒ The rational side of me / The emotional side of me. ‒ My head / My heart. | Semantic differential | Shiv & Fedorikhin | 1999 | Journal of Consumer Research |
| Delivery condition | ‒ The product was damaged during delivery.* ‒ The ordered products arrived in a good condition. ‒ The products arrived with a major damage.* | Likert-type scale | Shama & Wisenblit | 2016 | Journal of Retailing |
| Dependent-independent attachment style | ‒ I can only solve problems together with my most important attachment figure. ‒ When I have problems, I can solve them well without my most important attachment figure.* | Likert-type scale | Asendorpf et al. | 1997 | International Journal of Advertising |
| Dependent-independent brand attachment | ‒ It is important to me to build a relationship with brands. ‒ It is comfortable for me to have intense relationships with brands. | Likert-type scale | Diehl | 2009 | Determinanten erfolgreicher Markenbeziehungen |
| Desirability of the food | ‒ I felt an impulse to eat the (X) as soon as I saw them. ‒ I felt a strong irresistible urge to eat the (X) when I saw them. ‒ When I saw the (X) I felt a desire to grab and eat them. ‒ I began to salivate as soon as I saw the (X). | Likert-type scale | Fedorikhin & Patrick | 2010 | Journal of Consumer Research |
| Difficulty of the task | ‒ Easy / Hard. ‒ Easy to complete / Effortful to complete. ‒ Took little time / Took much time. | Semantic differential | Pocheptsova et al. | 2010 | Journal of Marketing Research |
| Ease of use | ‒ The (sercice) is easy to use. ‒ The (sercice) offers clear and understandable interaction. ‒ It is easy to make the service do what I want it to do. ‒ The (sercice) is easy to learn. | Likert-type scale | Revels et al. | 2010 | Australasian Marketing Journal |
| Electronic word-of-mouth (eWOM) intention | ‒ Unlikely / Likely. ‒ Improbable / Probable. ‒ Impossible / Possible. | Semantic differential | Sohn | 2009 | Journal of Computer-Mediated Communication |
| Emotional brand attachment | ‒ No other brand can take the place of this brand. ‒ I feel like I am missing out if I haven’t got this brand. ‒ I am very attached to this brand. | Likert-type scale | Thomson et al. | 2005 | Journal of Consumer Psychology |
| Emotional empathy | ‒ I would describe myself as a pretty soft-hearted person. ‒ Other people’s misfortunes disturb me a great deal. ‒ I often have tender, concerned feelings for people less fortunate than me. ‒ When I see someone being taken advantage of, I feel kind of protective toward them. ‒ I am often quite touched by things I see happen. | Likert-type scale | McBane | 1995 | Psychology & Marketing |
| Emotional investment with celebrity | ‒ I have put a great deal into our relationship that I would lose if I stop being a fan. ‒ I miss (celebrity name) when he/she is not around. ‒ If (celebrity name) was permanently gone from my life, I’d be upset. | Likert-type scale | Hung | 2014 | Journal of Advertising |
| Employee satisfaction | ‒ I know what is expected of me at work. ‒ I have the materials and equipment I need to do my work right. ‒ At work, I have the opportunity to do what I do best every day. ‒ In the last seven days, I have received recognition or praise for doing good work. ‒ My supervisor, or someone at work, seems to care about me as a person. ‒ There is someone at work who encourages my development. ‒ At work, my opinions seem to count. ‒ The mission/purpose of my company makes me feel my job is important. ‒ My associates (fellow employees) are committed to doing quality work. ‒ I have a best friend at work. ‒ In the last six months, someone at work has talked to me about my progress. ‒ This last year, I have had opportunities at work to learn and grow. | Likert-type scale | Harter et al. | 2002 | Journal of Applied Psychology |
| Endorsed brand attitude | ‒ I am confident in the brands endorsed by (celebrity name). ‒ I think the brands endorsed by (celebrity name) have taste. ‒ I am willing to buy the brands endorsed by (celebrity name). | Likert-type scale | Hung | 2014 | Journal of Advertising |
| Environmental concern | ‒ I am worried about the worsening of the quality of environment. ‒ Environment protection is my major concern. ‒ I am emotionally involved in environmental protection issues. ‒ I often think about how the environmental quality can be improved. ‒ I am extremely worried about the state of the world’s environment and what it will mean for my future. ‒ Mankind is severely abusing the environment. ‒ When humans interfere with nature it often produces disastrous consequences. ‒ The balance of nature is very delicate and easily upset. | Likert-type scale | Lee & Haley | 2022 | International Journal of Advertising |
| Environmental corporate social responsibility | ‒ It is important for a company to perform in a manner that is consistent with protecting the environment. ‒ It is important for a company to comply with the various international, governmental, and local environmental regulations. ‒ It is important for a company to offer environmentally friendly products and services. ‒ It is important for a company to have an environmentally related mission. ‒ It is important for a company to make an all out effort to maintain and preserve the environment. | Likert-type scale | Han et al. | 2020 | Corporate Social Responsibility and Environmental Management |
| Evaluation of the portrayals in the ad | ‒ The portrayals of the actors in the ad are acceptable. ‒ The portrayals of the actors in the ad are contemporary and appropriate. | Likert-type scale | Eisend et al. | 2014 | Journal of Advertising |
| Evaluation of the post | ‒ Unbelievable / Believable. ‒ Untrustworthy / Trustworthy. ‒ Not convincing / Convincing. ‒ Not credible / Credible. ‒ Unreasonable / Reasonable. ‒ Dishonest / Honest. ‒ Unquestionable / Questionable. ‒ Inconclusive / Conclusive. ‒ Not authentic / Authentic. ‒ Unlikely / Likely. | Semantic differential | Beltramini | 1988 | Journal of Advertising |
| Expected relationship closeness | ‒ The (Brand name) brand and I will have close relationships between us. ‒ I am interested in developing stronger relationships with the (Brand name) brand. ‒ The (Brand name) brand and I could establish deep relationships between us. ‒ I would feel a sense of closeness between the (Brand name) brand and me over time. | Likert-type scale | Puzakova & Kwak | 2021 | Journal of Advertising |
| Fear arousal | ‒ This advertising makes me feel frenzied. ‒ This advertising makes me feel awake. ‒ This advertising makes me feel aroused. | Likert-type scale | Mehrabian & Russell | 1974 | The MIT Press |
| Feelings of vulnerability | ‒ Personalized advertisement on social media makes me feel exposed. ‒ Personalized advertisement on social media makes me feel unprotected. ‒ Personalized advertisement on social media makes me feel unsafe. ‒ Personalized advertisement on social media makes me feel susceptible. ‒ Personalized advertisement on social media makes me feel vulnerable. | Likert-type scale | Chen et al. | 2023 | Journal of Retailing and Consumer Services |
| Financial strength | ‒ Company X tends to outperform competitors. ‒ Company X seems to recognize and take advantage of market opportunities. ‒ Company X looks like it has strong prospects for future growth. ‒ Company X looks like it would be a good investment. ‒ Company X appears to make financially sound decisions. ‒ Company X is doing well financially. ‒ Company X seems to have a clear vision of its future. | Likert-type scale | Walsh & Beatty | 2007 | Journal of the Academy of Marketing Science |
| Firm-specific information control | ‒ I choose the ways in which my personal information may be used by (website name) for marketing. ‒ The information about me that I supply to (website name) can only be used for advertising in ways I have approved. ‒ I have complete power over how the information I provide (website name) will be later used for promotional purposes. | Likert-type scale | Mothersbaugh et al. | 2012 | Journal of Service Research |
| Flush self-image | ‒ Unattractive / Attractive. ‒ Weak / Strong. ‒ Unsuccessful / Successful. ‒ Not needed / Needed. ‒ Stupid / Intelligent. | Semantic differential | Reynolds | 2002 | The European Menopause Journal |
| Food product evaluation | ‒ Undesirable / Desirable. ‒ Unfavorable / Favorable. ‒ Not at all delicious / Delicious. ‒ Not at all tasty / Tasty. ‒ I will pay very little money for this product / I will pay a lot of money for this product. | Semantic differential | Labroo & Nielsen | 2010 | Journal of Consumer Research |
| Fun | ‒ Will not be interesting / Will be interesting. ‒ Will not be entertaining / Will be entertaining. ‒ Will not be fun / Will be fun. ‒ Will not be enjoyable / Will be enjoyable. | Semantic differential | Dabholkar | 1994 | Journal of Consumer Research |
| Gender perception | ‒ Masculine / Feminine. ‒ Hard / Soft. ‒ Manly / Lady-like. ‒ Strong / Weak. ‒ For men / For women. | Semantic differential | Till & Priluck | 2001 | Journal of Current Issues & Research in Advertising |
| Good employer | ‒ Company X looks like a good company to work for. ‒ Company X seems to treat its people well. ‒ Company X seems to have excellent leadership. ‒ Company X has management who seems to pay attention to the needs of its employees. ‒ Company X seems to have good employees. ‒ Company X seems to maintain high standards in the way that it treats people. ‒ Company X seems to be well-managed. | Likert-type scale | Walsh & Beatty | 2007 | Journal of the Academy of Marketing Science |
| Green brand image | ‒ The brand is regarded as the best benchmark of environmental commitments. ‒ The brand is professional about environmental reputation. ‒ The brand is well established about environmental concern. ‒ The brand is trustworthy about environmental promises. | Likert-type scale | Chen | 2010 | Journal of Business Ethics |
| Green consumer confusion | ‒ Due to the great similarity of many products with respect to environmental features it is often difficult to detect this product. ‒ It is difficult to recognize the differences between this product and other products with respect to environmental features. ‒ There are so many products you can purchase that you are really confused with respect to environmental features when purchasing this product. ‒ There are so many products that it is difficult to decide which one you should choose with respect to environmental features when purchasing this product. ‒ When purchasing this product you rarely feel sufficiently informed with respect to environmental features. ‒ When purchasing this product, you feel uncertain about its environmental features. | Likert-type scale | Chen & Chang | 2013 | Journal of Business Ethics |
| Green perceived risk | ‒ There is a chance that there will be something wrong with environmental performance of this product. ‒ There is a chance that this product will not work properly with respect to its environmental design. ‒ There is a chance that you would get environmental penalty or loss if you use this product. ‒ There is a chance that using this product will negatively affect the environment. ‒ Using this product would damage your green reputation or image. | Likert-type scale | Chen & Chang | 2012 | Management Decision |
| Green perceived value | ‒ This brand’s environmental functions provide very good value for me. ‒ This brand’s environmental performance meets my expectations. ‒ I purchase this brand because it is environmental friendly. ‒ I purchase this brand because it has more environmental benefit than other products. | Likert-type scale | Chen & Chang | 2012 | Management Decision |
| Green social norm | ‒ Most people I know buy green products. ‒ Most people I know are concerned about issues related to the environment. ‒ Most people I know think it’s important to buy green products. ‒ Most people I know recycle those items that can be recycled. ‒ Most people who are important to me support my effort to use green products for environmental reasons. ‒ Most people who are important to me think I should use green products for environmental reasons. ‒ Most people who are important to me take steps to use green products for environmental reasons. | Likert-type scale | Lee & Haley | 2022 | International Journal of Advertising |
| Green social status | ‒ Supporting environmental protection makes me more socially attractive. ‒ Supporting environmental protection makes me special. ‒ I will be perceived by others as ‘outdated’ if I do not support environmental protection. ‒ Buying green products would help me to feel acceptable. ‒ Buying green products would improve the way that I am perceived. ‒ Buying green products would make a good impression on other people. ‒ Buying green products would give its owner social approval. | Likert-type scale | Lee & Haley | 2022 | International Journal of Advertising |
| Green trust | ‒ You feel that this product's environmental reputation is generally reliable. ‒ You feel that this product's environmental performance is generally dependable. ‒ You feel that this product's environmental claims are generally trustworthy. ‒ This products' environmental concern meets your expectations. ‒ This product keeps promises and commitments for environmental protection. | Likert-type scale | Chen | 2010 | Journal of Business Ethics |
| Greenwash | ‒ This product misleads with words in its environmental features. ‒ This product misleads with visuals or graphics in its environmental features. ‒ This product possesses a green claim that is vague or seemingly un-provable. ‒ This product overstates or exaggerates how its green functionality actually is. ‒ This product leaves out or masks important information, making the green claim sound better than it is. | Likert-type scale | Chen & Chang | 2013 | Journal of Business Ethics |
| Health benefits of buying green products | By purchasing green products, I help to ‒ Improve my own or my family’s health. ‒ Avoid risks that may be associated with non-green products. ‒ Give my children better products. ‒ Reduce the risk for illness in my family. | Likert-type scale | Shepherd et al. | 2005 | Journal of Human Environment |
| Health consciousness | ‒ I reflect about my health a lot. ‒ I am very self-conscious about my health. ‒ I am generally attentive to my inner feelings about my health. ‒ I am constantly examining my health. ‒ I am alert to changes in my health. ‒ I am usually aware of my health. ‒ I am aware of the state of my health as I go through the day. ‒ I notice how I feel physically as I go through the day. ‒ I am very involved with my health. | Likert-type scale | Gould | 1990 | American Journal of Preventive Medicine |
| Healthiness | ‒ I expect this product to be healthy. ‒ I would consider this product as good for me. ‒ The product looks healthy. ‒ This product looks low on calories. ‒ I have an impression that this product is healthy. ‒ This cookie seems to be healthier than other similar cookies. | Likert-type scale | Fenko et al. | 2016 | Food quality and preference |
| Humor perception | ‒ The advertisement was funny. ‒ The advertisement was more serious than it was funny.* ‒ Most people would not find the advertisement to be humorous.* | Likert-type scale | Duncan & Nelson | 1985 | Journal of Advertising |
| Image dynamics | ‒ Still / Dynamic. ‒ Motionless / Moving. ‒ Static / Active. ‒ Nonenergic / Energic. ‒ Lifeless / Lively. | Semantic differential | Yim et al. | 2021 | International Journal of Advertising |
| Impulse buying tendency | ‒ I often spend more than what I can afford. ‒ I like to indulge myself by buying things for pleasure. ‒ I lose self-control quite frequently. ‒ I often act without thinking about the consequences. ‒ I seldom plan anything in advance. ‒ I often make decisions spontaneously. | Likert-type scale | Sharma et al. | 2014 | Journal of the Academy of Marketing Science |
| Inferences of manipulative intent | ‒ Not trustworthy / Trustworthy. ‒ Manipulative / Not manipulative. ‒ Of low integrity / Of high integrity. | Semantic differential | Hossain & Saini | 2014 | Marketing Letters |
| Influencer authenticity | ‒ This influencer is likely to be open and honest in close relationships with others. ‒ This influencer is likely to place a good deal of importance on people understanding who she truly is. ‒ People can count on this influencer being who she is regardless of the situation. ‒ This influencer is likely to act in a manner that is consistent with her held values, even if others criticize or reject her for doing so. | Likert-type scale | Park et al. | 2021 | Journal of Advertising |
| Influencer coolness | ‒ I think influencer X is extraordinary. ‒ I think influencer X is appealing. ‒ I think influencer X is energetic. ‒ I think influencer X has high status. ‒ I think influencer X is original. ‒ I think influencer X has her/his iconic style. ‒ I think influencer X is popular. | Likert-type scale | Reinikainen et al. | 2021 | Technological Forecasting and Social Change |
| Influencer likeability | ‒ I like this influencer. ‒ I think the influencer could be a friend of mine. ‒ I would like to meet this influencer. ‒ The influencer males me feel comfortable, as if being with friends. | Likert-type scale | Janssen et al. | 2022 | International Journal of Advertising |
| Influencer likeability | ‒ Cold / Warm. ‒ Unlikeable / Likeable. ‒ Unfriendly / Friendly. | Semantic differential | Dimofte et al. | 2003 | Journal of Advertising |
| Information credibility | ‒ The information is believable. ‒ The information is accurate. ‒ The information is trustworthy. ‒ The information is biased. ‒ The information is complete. | Likert-type scale | Flanagin & Metzger | 2016 | Journalism & Mass Communication Quarterly |
| Innovatveness | ‒ (Product) seem unique. ‒ (Product) seem new. ‒ (Product) seem creative. | Likert-type scale | Hwang et al. | 2019 | International Journal of Hospitality Management |
| Intention to continue to follow brands on social media | ‒ I plan to (continue to) follow brand on (social media) in the forthcoming months. ‒ I am likely to (continue to) follow brands on (social media) in the forthcoming months. | Likert-type scale | Shu-Chuan et al. | 2015 | International Journal of Advertising |
| Intention to try food | ‒ Very unlikely / Very likely. ‒ Definitely would not try / Definitely would try. | Semantic differential | Puzakova & Kwak | 2021 | Journal of Advertising |
| Interaction anxiety | ‒ I feel anxious when talking with people I have just met. ‒ I feel nervous when I talk with people I do know very well. ‒ I feel uneasy while making new friends. ‒ I feel tense when I met someone for the first time. ‒ I am afraid of interacting with others. ‒ I feel nervous when I have to talk with others about myself. | Likert-type scale | Alkis et al. | 2017 | Computers in Human Behavior |
| Involvement | ‒ Important / Unimportant.* ‒ Of no concern / Of concern to me. ‒ Irrelevant / Relevant. ‒ Means a lot to me / Means nothing to me.* ‒ Useless / Useful. ‒ Valuable / Worthless.* ‒ Trivial / Fundamental. ‒ Beneficial / Not beneficial.* ‒ Matters to me / Doesn’t matter.* ‒ Uninterested / Interested. ‒ Significant / Unsignificant.* ‒ Vital / Superfluous.* ‒ Boring / Interesting. ‒ Unexciting / Exciting. ‒ Appealing / Unappealing.* ‒ Mundane / Fascinating. ‒ Essential / Nonessential.* ‒ Undesirable / Desirable. ‒ Wanted / Unwanted.* ‒ Not needed / Needed. | Semantic differential | Zaichkowsky | 1985 | Journal of Consumer Research |
| Issue attitude | ‒ I like (X). ‒ I feel positive toward (X). ‒ (X) is desirable. ‒ (X) is good. | Likert-type scale | Crites et al. | 1994 | Personality and Social Psychology Bulletin |
| Job advertisements involvement | ‒ In my current situation, I am uninterested / interested in this job advertisement. ‒ In my current situation, I am not involved / involved with this job advertisement. ‒ In my current situation, job advertisements are of no concern / of concern to me. ‒ In my current situation, job advertisements are unimportant / important to me. | Semantic differential | Pfiffelmann & Pfeuffer | 2022 | Journal of Interactive Advertising |
| Job-pursuit intention | ‒ I would accept a job offer from this company. ‒ I would make this company one of my first choices as an employer. ‒ If this company invited me for a job interview, I would go. ‒ I would exert a great deal of effort to work for this company. ‒ I would recommend this company to a friend looking for a job. | Likert-type scale | Highhouse et al. | 2003 | Educational and Psychological Measurement |
| Lack of control | ‒ I feel like I don’t have much control over my life at this moment. ‒ I have the feeling I control my own life.* ‒ I don’t have much influence on the things that happen around me. ‒ At this moment, my life is largely controlled by others. | Likert-type scale | Kay et al. | 2008 | Journal of Personality and Social Psychology |
| Lighthearted/playful motive | ‒ Learning the life story of (celebrity name) is a lot of fun. ‒ I feel that (celebrity name) is easygoing. ‒ I find (celebrity name) to be personally attractive. | Likert-type scale | Hung | 2014 | Journal of Advertising |
| Likeability of the offer | ‒ I like this offer. ‒ Accepting this offer would give me pleasure. ‒ I would enjoy this offer. | Likert-type scale | Suwelack et al. | 2011 | Journal of Retailing |
| Likelihood to recommend | ‒ I say positive things about this brand to other people. ‒ I would recommend this brand to someone who seeks my advice. ‒ I would recommend this brand to others. | Likert-type scale | Li | 2022 | International Journal of Advertising |
| Locus of control | ‒ Becoming a success is a matter of hard work. ‒ Becoming a success has little or nothing to do with luck. ‒ Getting what I want has little or nothing to do with luck. ‒ I feel that I have little influence over the things that happen to me.* ‒ What happens to me is my own doing. ‒ Most people don’t realize the extent to which their lives are controlled by chance happenings.* | Likert-type scale | Kopalle et al. | 2010 | Journal of Consumer Research |
| Masculinity | ‒ Men are typical in solving difficult problems. ‒ It is more important for men to have a professional career. ‒ Men solve problems with logical analysis. | Likert-type scale | Sun et al. | 2019 | International Journal of Hospitality Management |
| Masstige | ‒ I like this brand because of brand knowledge. ‒ I would buy this brand because of its mass prestige. ‒ I would pay a higher price for this brand for status quo. ‒ I consider this brand a top-of-mind brand in my country, state, or district. ‒ I would recommend this brand to friends and relatives. ‒ I believe this brand is known for its high quality. ‒ I believe this brand meets international standards. ‒ I love to buy this brand regardless of price. ‒ Nothing is more exciting than this brand. ‒ I believe that individuals in my country, state, or district perceive this brand as prestigious. | Likert-type scale | Paul | 2019 | European Management Journal |
| Meaningful existence | ‒ I felt that my performance (e.g., catching the ball, deciding whom to throw the ball to) had some effect on the direction of the game. ‒ I felt non-existent during the Cyberball game. ‒ I felt as though my existence was meaningless during the Cyberball game. | Likert-type scale | Zadro et al. | 2004 | Journal of Experimental Social Psychology |
| Message attention | ‒ How much attention did you pay to the written message in the ad? ‒ How much did you notice the written message in the ad? ‒ How much did you concentrate on the written message in the ad? ‒ How involved were you with the written message in the ad? ‒ How much thought did you put into evaluating the written message in the ad? Endpoints: None/Not at all (1) / Very Much (7) | Likert-type scale | Laczniak & Muehling | 1994 | Journal of Advertising |
| Message credibility | ‒ Not informative / Informative. ‒ Untrustworthy / Trustworthy. ‒ Inaccurate / Accurate. ‒ Unconvincing / Convincing. ‒ Not believable / Believable. | Semantic differential | Hallahan | 1999 | Journal of Public Relations Research |
| Message relevance | When I saw the ad, I felt the information in it ‒ Might be important to me. ‒ Might be meaningful to me. ‒ Might be "for me". ‒ Might be worth remembering. ‒ Might be of value to me. ‒ Might be relevant to my needs. ‒ Might be useful to me. ‒ Might be worth paying attention to. ‒ Might be interesting to me. ‒ Would give me new ideas. | Likert-type scale | Laczniak & Muehling | 1993 | Journal of Advertising |
| Mobile advertising intention | ‒ I think I will use mobile advertising to consume whenever I have a chance. ‒ I intend to use mobile advertising message for shopping after I receive it. ‒ It is likely that I am going to use mobile advertising to purchase. | Likert-type scale | Xu et al. | 2008 | Journal of Decision Support Systems |
| Mood | ‒ Bad / Good. ‒ Sad / Happy. ‒ Tense / Relaxed. ‒ Not aroused / Aroused. | Semantic differential | Zadro et al. | 2004 | Journal of Experimental Social Psychology |
| Motivation to workout | ‒ I exercised very hard in today’s workout. ‒ Compared to my usual workout routine, I worked much harder today. | Likert-type scale | Germann & Garvey | 2022 | Journal of Advertising |
| Need for affect | ‒ It is important for me to be in touch with my feelings. ‒ I think that it is important to explore my feelings. ‒ I am a very emotional person. ‒ It is important for me to know how others are feeling. ‒ Emotions help people get along in life. ‒ Strong emotions are generally beneficial. ‒ I feel that I need to experience strong emotions regularly. ‒ I approach situations in which I expect to experience strong emotions. ‒ I feel like I need a good cry every now and then. ‒ I like to dwell on my emotions. ‒ We should indulge our emotions. ‒ I like decorating my bedroom with a lot of pictures and posters of things emotionally significant to me. ‒ The experience of emotions promotes human survival. | Likert-type scale | Maio & Esses | 2001 | Journal of Personality |
| Need for unique products | ‒ I am very attracted to rare objects. ‒ I tend to be a fashion leader rather than a fashion follower. ‒ I am more likely to buy a product if it is scare. ‒ I would prefer to have things custom-made than to have them ready-made. ‒ I enjoy having things that others do not. ‒ I rarely pass up the opportunity to order custom features on the products I buy. ‒ I like to try new goods and services before others do. ‒ I enjoy shopping at stores that carry merchandise which is different and unusual. | Likert-type scale | 3.0.CO;2-B" target="_blank">Lynn & Harris | 1997 | Psychology & Marketing |
| Need to evaluate | ‒ I form opinions about everything. ‒ I prefer to avoid taking extreme opinions.* ‒ It is vey important to me to hold strong opinions. ‒ I want to know exactly what is good and bad about everything. ‒ I often prefer to remain neutral about complex issues.* ‒ If something does not affect me, I do not usually determine if it is good or bad.* ‒ I enjoy strongly liking and disliking new things. ‒ There are many things for which I do not have a preference.* ‒ It bothers me to remain neutral. ‒ I like to have strong opinions even when I am not personally involved. ‒ I have many more opinions that the average person. ‒ I would rather have a strong opinion that no opinion at all. ‒ I pay a lot of attention to whether things are good or bad. ‒ I only form strong opinions when I have to.* ‒ I like to decide that new things are really good or really bad. ‒ I am pretty much indifferent to many important issues.* | Likert-type scale | Jarvis & Petty | 1996 | Journal of Personality and Social Psychology |
| Negative afective response | ‒ I am skeptical. ‒ I am angry. ‒ I am dissatisfied. | Likert-type scale | Babin et al. | 1995 | Journal of Business Research |
| Negative afective response | ‒ I am upset. ‒ I am angry. ‒ I feel awkward. ‒ I am irritable. ‒ I am displeased. ‒ I am afraid. ‒ I am distressed. ‒ I am disgusted. | Likert-type scale | Du et al. | 2011 | Journal of the Academy of Marketing Science |
| Novelty | ‒ New / Old.* ‒ Original / Unoriginal.* ‒ Unusual / Common.* | Semantic differential | Cox & Cox | 2002 | Journal of Consumer Research |
| Online privacy concern | ‒ The possibility that online firms may use information I give them to make unsolicited contact bothers me. ‒ The thought that Internet retailers may collect and re-use my personal information for marketing to me is troubling. ‒ I am concerned that the personal information that companies acquire from me over the Internet may result in my receiving more promotional offers. | Likert-type scale | Mothersbaugh et al. | 2012 | Journal of Service Research |
| Opinion leadership | ‒ I talk to my friends about clothes very often. ‒ In discussion of clothes, what happens most often is that I tell my friends about clothes. ‒ Overall in all of my discussions with friends, I am often used as a source of advice. ‒ During the past six months, I have told a number of people about clothes. ‒ When I talk to my friends about clothes, I give a great deal of information. ‒ Compared with my circle of friends, I am very likely to be asked about clothes. | Likert-type scale | Gentina et al. | 2014 | Journal of Business Research |
| Optimum stimulation level | ‒ I like to experience novelty and change in daily routine. ‒ I am continually seeking new ideas and experiences. ‒ I like continually changing activities. ‒ When things get boring, I like to try something different. | Likert-type scale | Sharma et al. | 2014 | Journal of the Academy of Marketing Science |
| Organization prestige | ‒ Employees are probably proud to say they work at this company. ‒ This is a reputable company to work for. ‒ This company probably has a reputation as being an excellent employer. ‒ I would find this company a prestigious place to work. ‒ There are probably many who would like to work at this company. | Likert-type scale | Highhouse et al. | 2003 | Educational and Psychological Measurement |
| Organizational attractiveness | ‒ For me, this company would be a good place to work. ‒ I would not be interested in this company except as a last resort.* ‒ This company is attractive to me as a place for employment. ‒ I am interested in learning more about this company. ‒ A job at this company is very appealing to me. | Likert-type scale | Highhouse et al. | 2003 | Educational and Psychological Measurement |
| Organizational commitment | ‒ I am willing to put in a great deal of effort beyond that normally expected in order to help this organization be successful. ‒ I talk up this organization to my friends as a great organization to work for. ‒ I feel very little loyalty to this organization.* ‒ I would accept almost any type of job assignment in order to keep working for this organization. ‒ I find that my values and the organization’s values are very similar. ‒ I am proud to tell others that I am part of this organization. ‒ I could just as well be working for a different organization as long as the type of work was similar.* ‒ This organization really inspires the very best in me in the way of job performance. ‒ It would take very little change in my present circumstances to cause me to leave this organization.* ‒ I am extremely glad that I chose this organization to work for over others I was considering at the time I joined. ‒ There’s not too much to be gained by sticking with this organization indefinitely.* ‒ Often, I find it difficult to agree with this organization’s policies on important matters relating to its employees.* ‒ I really care about the fate of this organization. ‒ For me this is the best of all possible organizations for which to work. ‒ Deciding to work for this organization was a definite mistake on my part.* | Likert-type scale | Mowday et al. | 1979 | Journal of Vocational Behavior |
| Parasocial interaction | ‒ He/she makes me feel comfortable, as if I am with a friend. ‒ I think I can understand what kind of person he/she is. ‒ I see him/her as a natural, down-to-earth person. ‒ I look forward to hearing more news about him/her. ‒ If there were a story about his/her on a website, I would read it. ‒ I would like to meet him/her in person. ‒ I feel as if I have known him/her for a long time. ‒ I can relate to him/her. ‒ I hope he/she can achieve her goals. | Likert-type scale | Kim | 2022 | International Journal of Advertising |
| Parasocial relationship | ‒ I look forward to watching influencer X on her/his channel. ‒ If influencer X appeared on another online channel, I would watch that post or video. ‒ When I’m reading or watching influencer X, I feel as if I am part of her/his group. ‒ I think influencer X is like an old friend. ‒ I would like to meet influencer X in person. ‒ If there were a story about influencer X in a newspaper or magazine, I would read it. ‒ Influencer X makes me feel comfortable as if I am with friends. ‒ When influencer X shows me how she/he feels about the brand, it helps me make up my own mind about the brand. | Likert-type scale | Munnukka et al. | 2019 | Computers in Human Behavior |
| Parasocial relationship | ‒ If the influencer was a real person in my environment, I could disclose negative things about myself honestly and fully to her/him. ‒ If the influencer was a real person in my environment, I could disclose a great deal of things about myself to her/him. ‒ Sometimes, I wish I knew what the influencer would do in my situation. ‒ If the influencer was a real person in my environment, I could disclose positive things about myself honestly and fully to her/him. ‒ Sometimes, I wish I could ask the influencer for advice. ‒ I think the influencer could be a friend of mine. ‒ If the influencer was a real person in my environment, I would be able to count on the influencer in times of need. ‒ If the influencer was a real person in my environment, I would give her/him emotional support. ‒ If the influencer was a real person in my environment, she/he would be able to count on me in times of need. ‒ If the influencer was a real person in my environment, I would will to share my possessions with her/him. ‒ If the influencer was a real person in my environment, I could trust him/her completely. ‒ If the influencer was a real person in my environment, I could have a warm relationship with him/her. ‒ I want to promote the well-being of the influencer. | Likert-type scale | Tukachinsky | 2010 | American Journal of Media Psychology |
| Perceived ad irritation | ‒ The advertisement was irritating. ‒ The advertisement was phony. ‒ The advertisement was ridiculous. ‒ The advertisement was stupid. ‒ The advertisement was terrible. | Likert-type scale | Edwards et al. | 2002 | Journal of Advertising |
| Perceived communal intent of influencers | ‒ The influencer did not expect to receive benefits from making a post. ‒ The influencer had a genuine desire to share the post to followers. ‒ The influencer made a post with the hopes of benefiting him/herself.* ‒ The influencer made a post in order to get ahead.* | Likert-type scale | NA | NA | NA |
| Perceived congruence | To what extent is (X) consistent with (Y)? ‒ Inappropriate / Appropriate. ‒ Inconsistent / Consistent. ‒ Irrelevant / Relevant. ‒ Goes not go together / Goes together. | Semantic differential | Lee & Thorson | 2008 | Journal of Advertising Research |
| Perceived considerate treatment | ‒ When I saw the ad, I felt flattered. ‒ When I saw the ad, I felt valued. ‒ When I saw the ad, I felt considered. | Likert-type scale | Pfiffelmann et al. | 2023 | International Journal of Advertising |
| Perceived creativity | ‒ Not at all creative / Very creative. ‒ Not at all interesting / Very interesting. ‒ Not at all novel / Very novel. | Semantic differential | Madrigal & King | 2017 | Journal of Advertising |
| Perceived customization value | In general, I believe that being able to tailor websites that I’m likely to use to my personal preferences is: ‒ Not very beneficial / Very beneficial. ‒ Not very valuable / Very valuable. ‒ Not very advantageous / Very advantageous. | Semantic differential | Mothersbaugh et al. | 2012 | Journal of Service Research |
| Perceived model skin | ‒ Realistic / Flawless. ‒ Blemished / Unblemished. ‒ Not fair skin / Fair skin. ‒ Uneven skin color / Even skin color. | Semantic differential | Yang et al. | 2023 | International Journal of Advertising |
| Perceived ownership | ‒ Although I do not legally own these (X) yet, I have the feeling that they are ‘my’ (X). ‒ The selected (X) incorporate a part of myself. ‒ I feel that these products belong to me. ‒ I feel connected to these (X). ‒ I feel a strong sense of closeness with these products. ‒ It is difficult for me to think of these (X) as mine.* | Likert-type scale | Fuchs et al. | 2010 | Journal of Marketing |
| Perceived personalization | ‒ The ad seemed to be designed specifically for me. ‒ The advertisement targeted me as an unique individual. | Likert-type scale | Li | 2016 | Computers in Human Behavior |
| Perceived quality | ‒ The likely quality of X is extremely high. ‒ The likelihood that X would be functional is very high. | Likert-type scale | Washburn & Plank | 2002 | Journal of Marketing Theory and Practice |
| Perceived quality | ‒ This product would be reliable. ‒ This product would be of high workmanship. ‒ This product would be of good quality. ‒ This product would be dependable. ‒ This product would be durable. | Likert-type scale | Wu et al. | 2012 | International Journal of Consumer Studies |
| Perceived risk | ‒ (Product/Service) does not seem to perform well. ‒ The probability that something’s wrong with the performance of (product/service) is high. ‒ Considering the expected level of performance of (product/service), it would be risky to use it. | Likert-type scale | Hwang et al. | 2020 | Sustainability |
| Perceived risk in purchase decision | ‒ Not at all risky / Extremely risky. ‒ Not at all concerned / Highly concerned. ‒ Very unimportant / Very important. ‒ Not at all worried / Very worried. | Semantic differential | Sharma et al. | 2014 | Journal of the Academy of Marketing Science |
| Perceived sacrifice | ‒ If I purchase this product at expected price, I would not be able to purchase some other products I would like to purchase now. ‒ If I purchase this product at expected price, I would have to reduce the amount of money I spend on the other things for a while. ‒ In general, the monetary sacrifice that I would be making if I purchased this product at expected price is high. ‒ The time I perceived to spend in acquiring this product is long. ‒ The uncertainty I perceived to have to acquire this product is high. ‒ In general, the non-monetary sacrifice that I would be making if I purchased this product is high. | Likert-type scale | Wu et al. | 2012 | International Journal of Consumer Studies |
| Perceived scarcity | ‒ I think that the current supply of this product is small. ‒ I think that this product is selling out soon. ‒ I think that many people will buy this product. ‒ I feel that the limited edition of this product will cause many people to buy. ‒ I think the supplies only limited in 20 will cause a lot of people to buy. | Likert-type scale | Wu et al. | 2012 | International Journal of Consumer Studies |
| Perceived taste | ‒ This product is tasty. ‒ This product is delicious. ‒ I like the taste of this product. | Likert-type scale | Konuk | 2021 | Journal of Retailing and Consumer Services |
| Perceived usefulness | ‒ With the (service), I can get necessary information when needed. ‒ The (service) makes easier. | Likert-type scale | Revels et al. | 2010 | Australasian Marketing Journal |
| Perceived value | ‒ This product is very good value for the money. ‒ At the price shown the product is very economical. ‒ The product is considered to be a good buy. ‒ The price shown for the product is very acceptable. ‒ This product appears to be a bargain. | Likert-type scale | Dodds et al. | 1991 | Journal of Marketing Research |
| Perceived value | ‒ This product is good value for money. ‒ The expected price for this product is acceptable. ‒ This product is considered to be a good buy. ‒ This product appears to be a good bargain. | Likert-type scale | Wu et al. | 2012 | International Journal of Consumer Studies |
| Perception of luxury brand | ‒ Inexpensive / Expensive. ‒ Low-end / High-end. ‒ Value-for-money / Luxury. | Semantic differential | Hagtvedt & Patrick | 2016 | Journal of Retailing |
| Perception of value of the deal | The advertised product is: ‒ Excellent / Bad buy for the money. ‒ Extremely fair / Unfair price. ‒ Extremely large / No savings. ‒ Extremely good / Not a good value for the money. | Semantic differential | Bobinski et al. | 1996 | Journal of Retailing |
| Perceptions of information co-ownership | ‒ I feel social media has the right to my information on it too. ‒ I feel my information on social media belongs to social media too. ‒ I feel social media co-owns my information. | Likert-type scale | Zhu & Kanjanamekanant | 2021 | Information & Management |
| Personal cultural orientation (masculinity) | ‒ Women are generally more caring than men. ‒ Men are generally physically stronger than women. ‒ Men are generally more ambitious than women. ‒ Women are generally more modest than men. ‒ Men are generally more logical than women. ‒ Men are generally more aggressive than women. | Likert-type scale | Sharma | 2010 | Journal of the Academy of Marketing Science |
| Personal environmental responsibility | ‒ Everyone should be responsible for protecting the environment. ‒ Environmental protection is the responsibility of environmental organizations, not me.* ‒ Environmental protection should start immediately. ‒ Environmental protection is the responsibility of the government, not me.* ‒ I should take up the responsibility to protect the environment. ‒ Environmental protection starts with me. | Likert-type scale | Lee & Haley | 2022 | International Journal of Advertising |
| Person-organization fit | ‒ I feel my values “match” or fit this organization and the current employees in this organization. ‒ I think the values and personality of this organization reflect my own values and personality. ‒ The values of this organization are similar to my own values. ‒ My values match those of current employees in this organization. ‒ I feel my personality matches the “personality” or image of this organization. | Likert-type scale | Resick et al. | 2007 | Journal of Applied Psychology |
| Pleasure-stimulation | ‒ I feel I am experiencing new sensations and activities. ‒ I feel intense physical pleasure and enjoyment. ‒ I feel I have found new sources and types of stimulation for myself. | Likert-type scale | Thomson | 2006 | Journal of Marketing |
| Positive affective response | ‒ I am happy. ‒ I am joyful. ‒ I am excited. | Likert-type scale | Babin et al. | 1995 | Journal of Business Research |
| Positive word-of-mouth intention | ‒ I am likely to say negative / positive things about (brand) to other people. ‒ I am likely to discourage / encourage friends and relatives to buy (brand). | Semantic differential | De Keyzer et al. | 2017 | Online Information Review |
| Preference for consistency | ‒ I prefer to be around people whose reactions I can anticipate. ‒ It is important to me that my actions are consistent with my beliefs. ‒ Even if my attitudes and actions seemed consistent with one another to me, it would bother me if they did not seem consistent in the eyes of others. ‒ It is important to me that those who know me can predict what I will do. ‒ I want to be described by others as a stable, predictable person. ‒ Admirable people are consistent and predictable. ‒ The appearance of consistency is an important part of the image I present to the world. ‒ It bothers me when someone I depend upon is unpredictable. ‒ I don’t like to appear as if I am inconsistent. ‒ I get uncomfortable when I find my behavior contradicts my beliefs. ‒ An important requirement for any friend of mine is personal consistency. ‒ I typically prefer to do thigs the same way. ‒ I dislike people who are constantly changing their opinion. ‒ I want my close friends to be predictable. ‒ It is important to me that others view me as a stable person. ‒ I make an effort to appear consistent to others. ‒ I´m uncomfortable holding two beliefs that are inconsistent. ‒ It doesn´t bother me much if my actions are inconsistent. | Likert-type scale | Cialdini et al. | 1995 | Journal of Personality and Social Psychology |
| Price consciousness | ‒ I am not willing to go to the extra effort to find lower prices.* ‒ I will grocery shop at more than one store to take advantage of low prices. ‒ The money saved by searching for lower prices is usually not worth the time and effort.* ‒ I would never shop at more than one store to find lower prices.* ‒ The time it takes to find lower prices is usually not worth the effort.* | Likert-type scale | Lichtenstein et al. | 1993 | Journal of Marketing |
| Price convenience | ‒ Complicated / Simple. ‒ Impractical / Practical. ‒ Uncomfortable / Comfortable. ‒ Incomprehensible / Comprehensible. ‒ Inconvenient / Convenient. | Semantic differential | Wieseke et al. | 2016 | Journal of the Academy of Marketing Science |
| Price-quality inference | ‒ Generally speaking, the higher the price of a product, the higher the quality. ‒ The old saying "you get what you pay for" is generally true. ‒ The price of a product is a good indicator of its quality. ‒ You always have to pay a bit more for the best. | Likert-type scale | Lichtenstein et al. | 1993 | Journal of Marketing Research |
| Price-quality relationship | ‒ Generally speaking, the higher price of the product, the higher the consumer rating. ‒ Generally speaking, the lower the price of the product, the lower the consumer rating. ‒ The price of this product is a good indicator of its consumer rating. | Likert-type scale | De Langhe et al. | 2014 | Journal of Consumer Research |
| Pride | ‒ I am proud of myself. ‒ I am full of pride. ‒ I feel self-confident. ‒ I feel self-assured. | Likert-type scale | Gelbrich | 2011 | Journal of Retailing |
| Prior knowledge of videogame playing | ‒ I play videogames often. ‒ I love playing videogames. ‒ I am comfortable using computers. ‒ I have often played games like this one before. ‒ The game is easy to play.* | Likert-type scale | Murray & Bellman | 2011 | Journal of the Academy of Marketing Science |
| Privacy concerns | ‒ All things considered, the Internet would cause serious privacy problems. ‒ Compared to others, I am more sensitive about the way online companies handle my personal information. ‒ To me, it is the most important thing to keep my privacy intact from online companies. ‒ I believe other people are not enough concerned with online privacy issues. ‒ I am concerned about threats to my personal privacy today. | Likert-type scale | Malhotra et al. | 2004 | Information Systems Research |
| Privacy concerns | ‒ I am sensitive about giving out information regarding my preferences. ‒ I am concerned about anonymous information (information collected automatically but cannot be used to identify me, such as my computer, network information, operating system, etc.) that is collected about me. ‒ I am concerned about how my personally un-identifiable information (information that I have voluntarily given out but cannot be used to identify me, e.g., Zip Code, age-range, sex, etc.) will be used by the firm. ‒ I am concerned about how my personally identifiable information (information that I have voluntarily given out AND can be used to identify me as an individual, e.g., name, shipping address, credit card or bank account information, social security number, etc.) will be used by the firm. | Likert-type scale | Chellappa & Sin | 2005 | Information Technology and Management |
| Privacy cynicism | ‒ I have become less interested in online privacy issues. ‒ I doubt the significance of online privacy issues more often. ‒ I have become less enthusiastic in protecting information provided to online vendors. | Likert-type scale | Choi et al. | 2018 | Computers in Human Behavior |
| Privacy protection behavior | To what extent do you perform the following protection behaviors? ‒ I read the privacy policy of online services. ‒ I encrypt my mobile phone. ‒ I change default privacy settings. ‒ I turn off WiFi. ‒ I turn off tracking (e.g., cookies). ‒ I restrict location based mobile services (e.g., google maps, restaurant finder). | Likert-type scale | Ooijen et al. | 2022 | Communication Research |
| Privacy protection by the social networking site | ‒ (Social media) has adequate security features. ‒ I feel safe in my transactions with (Social media). ‒ I feel like my privacy is protected at (Social media). ‒ I trust (Social media) will not misuse my personal information. | Likert-type scale | Wolfinbarger & Gilly | 2003 | Journal of Retailing |
| Private self-consciousness | ‒ I’m always trying to figure myself out. ‒ I think about myself a lot. ‒ I often daydream about myself. ‒ I never take a hard look at myself.* ‒ I generally pay attention to my inner feelings. ‒ I’m constantly thinking about my reasons for doing things. ‒ I sometimes step back (in my mind) in order to examine myself from a distance. ‒ I’m quick to notice changes in my mood. ‒ I know the way my mind works when I work through a problem. | Likert-type scale | Scheier & Carver | 1985 | Journal of Applied Social Psychology |
| Product attachment | ‒ I have no feelings for this product.* ‒ I am emotionally attached to this product. ‒ I am sentimental about this product. ‒ This product reminds me of memories and experiences. | Likert-type scale | Sivadas & Venkatesh | 1995 | ACR North American Advances |
| Product capabilities | ‒ Performs few functions / Performs many functions. ‒ Has few capabilities / Has many capabilities. ‒ Has few advantages / Has many advantages. | Semantic differential | Thompson & Norton | 2011 | Journal of Marketing Research |
| Product choice ease | Choosing the one product from the selection was: ‒ Not at all difficult / Extremely difficult.* ‒ Not at all confusing / Extremely confusing.* ‒ Not at all overwhelming / Extremely overwhelming.* | Semantic differential | Kelting et al. | 2017 | Journal of the Academy of Marketing Science |
| Product evaluation | ‒ Bad / Good. ‒ Unfavorable / Favourable. ‒ Undesirable / Desirable. ‒ Dislike / Like. | Semantic differential | Lam & Mukherjee | 2006 | Journal of Retailing |
| Product knowledge | ‒ Now very little / Know very much. ‒ Inexperienced / Experienced. ‒ Uninformed / Informed. ‒ Novice buyer / Expert buyer. | Semantic differential | Nam-Hyun et al. | 2013 | Asian Journal of Communication |
| Product novelty | ‒ This product is really “out of the ordinary”. ‒ This product provides something not commonly found. ‒ This product has unique features. | Likert-type scale | Im et al. | 2015 | Journal of Business Research |
| Product quality | ‒ Inferior quality / Superior quality. ‒ Low quality / High quality. | Semantic differential | Boulding & Kirmani | 1993 | Journal of Consumer Research |
| Product quality | ‒ The product is reliable. ‒ The product is a high-quality product. ‒ The workmanship of the product is good. | Likert-type scale | Dodds et al. | 1991 | Journal of Marketing Research |
| Product quality | ‒ This product is of high quality. ‒ This is a superior product. ‒ This product is of very good quality. | Likert-type scale | Bao et al. | 2011 | Journal of Business Research |
| Product quality | ‒ Company X offers high quality goods and services. ‒ Company X is a strong, reliable company. ‒ Company X stands behind the products that it offers. ‒ Company X develops innovative goods and services. | Likert-type scale | Walsh & Beatty | 2007 | Journal of the Academy of Marketing Science |
| Product trust | ‒ Products made in this country are likely to be quite reliable. ‒ Products made in this country can be trusted at times. ‒ Products made in this country always meet my expectations. ‒ I can always trust products made in this country to be good. | Likert-type scale | Garbarino & Johnson | 1999 | Journal of Marketing |
| Proximity of the risk | ‒ Very soon / Sometime much later. ‒ The near future / The distant future. | Semantic differential | Kees | 2011 | Journal of Consumer Affairs |
| Public self-consciousness | ‒ I’m concerned about my style of doing things. ‒ I care a lot about how I present myself to others. ‒ I’m self-conscious about the way I look. ‒ I usually worry about making a good impression. ‒ Before I leave my house, I check how I look. ‒ I’m concerned about what other people think of me. ‒ I’m usually aware of my appearance. | Likert-type scale | Scheier & Carver | 1985 | Journal of Applied Social Psychology |
| Purchase intention | ‒ I would like to try this product. ‒ I would buy this product if I happened to see it. ‒ I would actively seek out this product in a store in order to purchase it. | Likert-type scale | Park et al. | 2021 | Journal of Advertising |
| Purchase intention | ‒ Never / Definitely. ‒ Definitely do not intend to buy / Definitely intend. ‒ Very low purchase interest / Very high purchase interest. ‒ Definitively not buy it / Definitively buy it. ‒ Probably not buy it / Probably buy it. | Semantic differential | Spears & Singh | 2004 | Journal of Current Issues & Research in Advertising |
| Purchase intention | ‒ Not likely at all / Almost sure to buy. ‒ Impossible / Possible. | Semantic differential | Lam & Mukherjee | 2007 | Journal of Retailing |
| Purchase intention | ‒ The likelihood of purchasing this product is: (Very low to Very high). ‒ The probability that I would try this product is: (Very low to Very high). ‒ My willingness to buy this product is: (Very low to Very high). | Semantic differential | Dodds et al. | 1991 | Journal of Marketing Research |
| Purchase urgency | ‒ I think I might lose the opportunity to purchase the product if others bought it first. ‒ I feel there is a lot of competition from other buyers to purchase the advertised product. ‒ In order to get the advertised deal, I think I have to make the purchase before others do. | Likert-type scale | Aggarwal et al. | 2011 | Journal of Advertising |
| Reactance to the advertisement | ‒ I want to resist the advertisement. ‒ I want to dismiss the content of this advertisement. ‒ I want to avoid this kind of advertisement. | Likert-type scale | Bleier & Eisenbeiss | 2015 | Journal of Retailing |
| Recognition of emotions | ‒ I am aware of even subtle emotions as I have them. ‒ When I have offended someone, I am aware of it almost immediately. ‒ I easily recognize my emotions. ‒ I understand why I react the way I do in situations. ‒ I know why my emotions change. | Likert-type scale | Taute et al. | 2010 | Psychology & Marketing |
| Resistance (counterarguing) | While reading the post ‒ I found myself actively disagreeing with the message. ‒ I found myself actively agreeing with points made in the message.* ‒ I was looking for flaws in the message’s arguments. ‒ It was easy to agree with the arguments made in the message.* | Likert-type scale | Yang | 2022 | International Journal of Advertising |
| Risk | ‒ Not at all risky / Extremely risky ‒ Not at all concerned / Highly concerned. ‒ Very unimportant / Very important. ‒ Not at all worried / Very worried. | Semantic differential | Campbell & Goodstein | 2001 | Journal of Consumer Research |
| Risk averseness | ‒ I don’t like to take risks. ‒ Compared to most people I know, I like to “live life on the edge”.* ‒ I have no desire to take unnecessary chances on things. ‒ Compared to most people I know, I like to gamble on things.* | Likert-type scale | Burton et al. | 1998 | Journal of the Academy of Marketing Science |
| Risk severity | ‒ Not severe at all / Very severe. ‒ Not serious at all / Very serious. ‒ Not frightening at all / Very frightening. | Semantic differential | Kees | 2011 | Journal of Consumer Affairs |
| Satisfaction with service | ‒ I was satisfied with the service provided. ‒ I was delighted with the service provided. ‒ I was unhappy with the service provided.* | Likert-type scale | Voss et al. | 1998 | Journal of Marketing |
| Satisfaction with the relationship | ‒ My relationship with (X) has been productive. ‒ The time and effort I spent in the relationship with (X) has been worthwhile. ‒ My relationship with (X) has been satisfactory. | Likert-type scale | Adjei et al. | 2010 | Journal of the Academy of Marketing Science |
| Search intention | ‒ I have an intention to search more about this new product online. ‒ After viewing the interview, I plan to search more about this new product online. ‒ The interview that I viewed affects my intention to search more about this new product online. | Likert-type scale | Karjaluoto et al. | 2008 | Electronic Markets |
| Secure-anxious attachment style | ‒ It is difficult for me to rely completely on my most important attachment figure.* ‒ I feel totally accepted by my most important attachment figure. ‒ I can rely on my most important attachment figure. | Likert-type scale | Asendorpf et al. | 1997 | International Journal of Advertising |
| Security importance | ‒ I am concerned with security. ‒ Protecting myself and my family is very important. ‒ I think a lot about how safe things are. ‒ There is nothing more important than security. ‒ I value security a great deal. | Likert-type scale | Roehm & Roehm | 2011 | Journal of the Academy of Marketing Science |
| Self-brand connection | ‒ (Brand) reflects who I am. ‒ I can identify with (brand). ‒ I feel a personal connection with (brand). ‒ I could use (brand) to communicate who I am to other people. ‒ I think (brand) would help me become the type of person I want to be. ‒ I consider (brand) to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). ‒ (Brand) suits me well. | Likert-type scale | Escalas & Bettman | 2003 | Journal of Consumer Psychology |
| Self-monitoring | ‒ In social situations, I have the ability to alter my behavior if I feel that something else is called for. ‒ I can control the way I come across to people, depending on the impression I wish to give them. ‒ When I feel that the image I am portraying isn’t working, I can readily change it to something that does. ‒ I have found that I can adjust my behavior to meet the requirements of any situations I find myself in. ‒ Once I know what the situation calls for, it’s easy for me to regulate my actions accordingly. | Likert-type scale | Sharma et al. | 2014 | Journal of the Academy of Marketing Science |
| Self-transformative consumption vision | ‒ I had images of myself in the ad. ‒ I pictured myself being there on that boat/using the product. ‒ The mental images that came to mind formed a picture in my mind in which I was a part. ‒ I could easily construct a story about myself and the featured destination/product based on the mental images that came to mind. ‒ I was easily able to project myself into the story in the ad. | Likert-type scale | Yim et al. | 2018 | Journal of Interactive Marketing |
| Selling self-efficacy | ‒ I am good at selling. ‒ It’s easy for me to put pressure on customer.* ‒ I know the right thing to do in seeling situations. ‒ I find it difficult to convince a customer that has a different viewpoint than mine.* ‒ My temperament is not well-suited for selling.* ‒ I am good at finding out what customers want. ‒ It’s easy for me to get customers to see my point of view. | Likert-type scale | Sujan et al. | 1994 | Journal of Marketing |
| Sense of uniqueness | ‒ As people get to know me more, they begin to recognize my special features. ‒ I feel unique. ‒ I cannot think of many special characteristics that distinguish me from others.* ‒ I think that the characteristics that make me up are different from others’. ‒ I feel that some of my characteristics are completely unique to me. | Likert-type scale | Şimşek & Yalınçetin | 2010 | Personality and Individual Differences |
| Service usage intention | ‒ I intend the use (sercice) in the next few months. ‒ I plan to use (sercice) in the next few months. ‒ I predict that I would use the (sercice) in the next few months. | Likert-type scale | Revels et al. | 2010 | Australasian Marketing Journal |
| Shame | ‒ Ashamed. ‒ Embarrassed. ‒ Insecure. ‒ Vulnerable. ‒ Guilty. | Likert-type scale | Johnson et al. | 2011 | Journal of Consumer Research |
| Sharing intention | ‒ I would share this information with my family. ‒ I would share this information with my peers. ‒ I would talk about this information via social media. ‒ I would show this information to others via social media. | Likert-type scale | Campo et al. | 2013 | Social Marketing Quarterly |
| Situational self-awareness scale | ‒ Right now, I am keenly aware of everything in my environment. ‒ Right now, I am conscious of my inner feelings. ‒ Right now, I am concerned about the way I present myself. ‒ Right now, I am self-conscious about the way I look. ‒ Right now, I am conscious of what is going on around me. ‒ Right now, I am reflective about my life. ‒ Right now, I am concerned about what other people think of me. ‒ Right now, I am aware of my innermost thoughts. ‒ Right now, I am conscious of all objects around me. | Likert-type scale | Govern & Marsch | 2001 | Consciousness and Cognition |
| Skepticism toward advertising | ‒ We can depend on getting the truth in most advertising. ‒ Advertising's aim is to inform the consumer. ‒ I believe advertising is informative. ‒ Advertising is generally truthful. ‒ Advertising is a reliable source of information about the quality and performance of products. ‒ Advertising is truth well told. ‒ In general, advertising presents a true picture of the product being advertised. ‒ I feel I've been accurately informed after viewing most advertisements. ‒ Most advertising provides consumers with essential information. | Likert-type scale | Obermiller & Spangenberg | 1998 | Society for Consumer Psychology |
| Smartphone application-based addiction | ‒ My smartphone is the most important thing in my life. ‒ My smartphone use results in conflicts. ‒ Preoccupying myself with my smartphone is a way of changing my mood. ‒ I fiddle around more and more with my smartphone. ‒ If I cannot use my smartphone when I feel like, I feel sad. ‒ If I try to cut the time I use my smartphone, I end up using it as much or more than before. | Likert-type scale | Nurmala et al. | 2022 | Heliyon |
| Smoking intention | ‒ In the future, you might smoke one puff or more of a cigarette. ‒ You might try out cigarette smoking for a while. ‒ If one of your best friends were to offer you a cigarette, you would smoke it. | Likert-type scale | Pechmann et al. | 2003 | Journal of Marketing |
| Social & environmental responsibility | ‒ Company X seems to make an effort to create new jobs. ‒ Company X would reduce its profits to ensure a clean environment. ‒ Company X seems to be environmentally responsible. ‒ Company X appears to support good causes. | Likert-type scale | Walsh & Beatty | 2007 | Journal of the Academy of Marketing Science |
| Social anxiety | ‒ It makes me time to get over my shyness in new situations. ‒ It’s hard for me to work when someone is watching me. ‒ I get embarrassed very easily. ‒ It’s easy for me to talk to strangers.* ‒ I feel nervous when I speak in front of a group. ‒ Large group male me nervous. | Likert-type scale | Scheier & Carver | 1985 | Journal of Applied Social Psychology |
| Social identification | ‒ I consider myself to be this type of person. ‒ I belong to this group. ‒ I fit in with this group of people. | Likert-type scale | Escalas & Bettman | 2005 | Journal of Consumer Research |
| Social identity (centrality) | ‒ I often think about the fact that I am a member of my ethnic group. ‒ The fact that I am a member of my ethnic group is an important part of my identity. ‒ Being a member of my ethnic group is an important part of how I see myself. | Likert-type scale | Shao et al. | 2023 | International Journal of Advertising |
| Social identity (in-group affect) | ‒ In general, I’m glad to be a member of my ethnic group. ‒ Generally, I feel good when I think about myself as a member of my ethnic group. ‒ I often regret that I am a member of my ethnic group. ‒ I don’t feel good about being a member of my ethnic group. | Likert-type scale | Shao et al. | 2023 | International Journal of Advertising |
| Social identity (in-group ties) | ‒ I feel strong ties to other members of my ethnic group. ‒ I don’t feel like I fit in with other members of my ethnic group. ‒ I find it difficult to form a bond with other members of my ethnic group. ‒ I don’t feel a sense of being ‘‘connected’’ with other members of my ethnic group. | Likert-type scale | Shao et al. | 2023 | International Journal of Advertising |
| Social impression | ‒ Socially unacceptable / Socially acceptable. ‒ Unfashionable / Fashionable. ‒ Undesired impression / Desired impression. ‒ Disapproved by others / Approved by others. ‒ Unpopular / Popular. | Semantic differential | Lam & Mukherjee | 2005 | Journal of Retailing |
| Social media engagement | ‒ How likely are you to like the post? (Not at all to Very much). ‒ How likely are you to comment on this post? (Not at all to Very much). | Semantic differential | NA | NA | NA |
| Social norm | ‒ Most people I know buy green products. ‒ Most people I know are concerned about issues related to the environment. ‒ Most people I know think it’s important to buy green products. ‒ Most people I know recycle those items that can be recycled. ‒ Most people who are important to me support my effort to use green products for environmental reasons. ‒ Most people who are important to me think I should use green products for environmental reasons. ‒ Most people who are important to me take steps to use green products for environmental reasons. | Likert-type scale | Gleim et al. | 2013 | Journal of Retailing |
| Social presence | ‒ I felt like I was watching the video with friends. ‒ I felt like I was physically communicating with others during the interview. | Likert-type scale | Lim et al. | 2015 | Computers in Human Behavior |
| Social relevance | ‒ This ad is related to my social network. ‒ This ad is related to my friends. ‒ This ad is related to my social relationships. | Likert-type scale | Geng et al. | 2021 | Computers in Human Behavior |
| Socially responsible image | ‒ Company X is a socially responsible company. ‒ Company X is concerned to improve the well-being of society. ‒ Company X behaves responsibly regarding the environment. ‒ Company X has made a real difference through its socially responsible actions. ‒ Company X supports good causes. | Likert-type scale | Sung et al. | 2022 | International Journal of Advertising |
| Source attractiveness | ‒ Unattractive / Attractive. ‒ Not classy / Classy. ‒ Ugly / Beautiful. ‒ Plain / Elegant. ‒ Not sexy / Sexy. | Semantic differential | Ohanian | 1990 | Journal of Advertising |
| Source expertise | ‒ Not an expert / Expert. ‒ Inexperienced / Experienced. ‒ Unknowledgable / Knowledgable. ‒ Unqualified / Qualified. ‒ Unskilled / Skilled. | Semantic differential | Ohanian | 1990 | Journal of Advertising |
| Source trustworthiness | ‒ Undependable / Dependable. ‒ Dishonest / Honest. ‒ Unreliable / Reliable. ‒ Insincere / Sincere. ‒ Untrustworthy / Trustworthy. | Semantic differential | Ohanian | 1990 | Journal of Advertising |
| Stimulation potential of activities | ‒ Unstimulating / Stimulating. ‒ Low activity / High activity. ‒ Not exciting / Exciting. | Semantic differential | Roehm & Roehm | 2005 | Journal of Consumer Research |
| Store image | ‒ Modern / Old-fashioned.* ‒ Dull/ Interesting. ‒ Unsophisticated / Sophisticated. ‒ Economical / Extravagant. | Semantic differential | Brüggen et al. | 2011 | Journal of Marketing |
| Subscribe intention | ‒ I intend to subscribe to receive information about this new product. ‒ It is likely that I will try to subscribe to receive information about this new product. ‒ I anticipate that I will subscribe to receive information about this new product. | Likert-type scale | Kwong & Park | 2008 | The Service Industries Journal |
| Sustainable consumption behavior | ‒ I always try hard to reduce miss-use of goods and services (e.g. I switch off light and fan when I am not in the room). ‒ I recycle daily newspaper (e.g. use as pet’s litter box, etc.). ‒ I avoid being extravagant in my purchase. ‒ I avoid over use/consumption of goods and services (e.g. take print only when needed). ‒ I reuse paper to write on the other side. ‒ While dining in restaurant, I order food(s) only the amount that I can eat in order to avoid wasting food. ‒ I choose to buy product(s) with biodegradable container or packaging. ‒ I don’t like to waste food or beverage. ‒ I recycle my old stuffs in every possible ways (e.g. distribute old clothes among needy people). ‒ I reuse shopping bag(s) every time go for shopping. ‒ I plan carefully before I purchase product of service. | Likert-type scale | Quoquab et al. | 2019 | Journal of Retailing |
| Switching intention | ‒ I use the services of this service provider because it is the best choice for me. ‒ To me, the service quality this service provider offers is higher than the service quality of other service providers. ‒ I have grown to like this service provider more than other service providers in this category. ‒ This service provider is my preferred service provider in this category. ‒ I have acquired the services of this organization less frequently than before. ‒ I have switched to a competitor of the service organization. ‒ I will not acquire services of this organization anymore in the future. ‒ I intend to switch to a competitor of the service organization in the future. | Likert-type scale | Bougie et al. | 2003 | Journal of the Academy of Marketing Science |
| Synchronicity | ‒ I felt communicating with other viewers was fast. ‒ I felt I was able to communicate with other viewers without delay. ‒ When I typed up my comments, I felt I was getting instantaneous interaction. | Likert-type scale | Liu | 2003 | Journal of Advertising Research |
| Team loyalty | ‒ I intend to attend future games of (team name). ‒ I would likely recommend (team name) games to other people. ‒ I intend to purchase other products and services of (team name). ‒ I would be willing to defend (team name) publicly, even if it caused controversy. ‒ I would watch (team name) games regardless of which team they were playing. | Likert-type scale | Biscaia et al. | 2013 | Journal of Sport Management |
| Telepresence | ‒ This ad enable me to get information about the product as if I am in a physical store. ‒ I can evaluate the product via this ad as I do in the physical store. ‒ This ad make me feel like I am looking at the product in a physical store. | Likert-type scale | Lim & Ayyagari | 2018 | Computers in Human Behavior |
| Transportation with social media post | ‒ I was mentally involved in the post. ‒ While thinking about the post, I could easily picture the events in it taking place. ‒ I could picture myself in the scene shown in the post. ‒ The post affected me emotionally. ‒ While reading the post, I had a vivid image of the influencer. | Likert-type scale | Kim | 2022 | International Journal of Advertising |
| Understanding of persuasive and selling intent | ‒ The aim of this advertisement is to sell products/services. ‒ The aim of his advertisement is to stimulate the sales of products/services. ‒ The aim of this advertisement is to influence your opinion. ‒ The aim of this advertisement is to make people like certain products/services. ‒ The aim of this advertisement is to give information about products/services. ‒ The aim of this advertisement is to let people know more about the products/services. | Likert-type scale | Tutaj et al. | 2012 | Journal of Marketing Communications |
| Voluntary simplicity | ‒ I believe in material simplicity, i.e., buying and consuming only what I need. ‒ I believe in “small is beautiful,” e.g., I prefer smaller cars over large cars. ‒ I believe that product function is usually more important than its style. ‒ I am interested in personal growth more than economic growth. ‒ I am determined to have more control over my life as a consumer, e.g., stay away from installment buying. ‒ I consider myself ecologically responsible. | Likert-type scale | Shama & Wisenblit | 1984 | Psychological Reports |
| Vulnerability | How likely is the following in these situations, do you think? ‒ My personal data can be used in ways I do not foresee. ‒ My personal information could be inappropriately used. ‒ My personal data could be misused. ‒ My personal data could be made available to government agencies. ‒ My personal information could be made available to unknown individuals or companies without my knowledge. | Likert-type scale | Dinev & Hart | 2006 | Information Systems Research |
| Warmth | To what extent do you believe that (X) is: ‒ Warm. ‒ Kind. ‒ Generous. | Likert-type scale | Aaker et al. | 2010 | Journal of Consumer Research |