Severity of the Situation
The scale uses four uni-polar items with a five-point Likert-type response format to measure how devastating and distressing a situation seems to be.
View ArticleVividness (General)
How graphic and intense a stimulus is perceived to be is measured in this scale with four, seven-point semantic differentials.
View ArticleImagery Vividness (Visual)
Five, nine-point semantic differentials are used to measure how visually well-defined and vivid a stimulus appears to be.
View ArticleAttitude Toward the Ad (Vividness)
The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.
View ArticleHealth Condition Severity
The degree to which a person believes that a particular health issue is serious and important is measured with three, seven-point Likert-type items.
View ArticleCompetitive Intensity of the Auction
The fierceness of the rivalry between bidders in an auction is measured using three, seven-point Likert-type items.
View ArticleColor Intensity
Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.
View ArticleRevenge Intensity
Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company. The scale stem implies that the person is taking punitive
View ArticleEngagement with the Virtual Reality Display
The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable.
View ArticleCompetitive Intensity of the Task
The magnitude of the competitiveness believed to be in a particular task is measured using three, seven-point Likert-type items. Although the sentences do not explicitly state that one is per
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