List of survey questions or questionnaire items that could be used to measure moderately difficult behaviors:
- paying more for [brand] (shoes) than for non-[brand] (shoe)
- defending [brand] when others speak poorly about it
(1 = not at all, 7 = very likely)
Reference: Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.