More than two-thirds of the survey was dedicated for the measurement of the IBM constructs. To assess the theory, the researchers measured each construct. The measurement of instrumental attitudes and experiential attitudes constructs included five items each. The response style for each item used a semantic differential style response with 7 potential responses anchored by two polar opposite anchor descriptors. For instrumental attitudes, descriptor examples include "bad-good" and "risky-not risky." Example anchors for experiential attitudes included "embarrassing-not embarrassing" and "not fun-fun." The measurement for injunctive norms, descriptive norms, and behavioral intention included four items each. The response style for each item used a Likert-type scale ranging from "strongly disagree" to "strongly agree." The perceived control construct included five items, coded on a scale, yielding potential scores ranging from one through seven. The response style for each item used a Likert-type scale ranging from "totally not under my control" to "totally under my control." Finally, the measurement of self-efficacy included five items with a response options scale ranging from "very difficult" to "very easy" on a seven-point scale.