Harley-Davidson is the largest American motorcycle manufacturer, and it has been in business for several decades. Several years ago, Harley-Davidson expanded into "signature" products such as shirts that prominently display its logo. Some people have a negative image of Harley-Davidson because it was the motorcycle favored by the Hell's Angels and other motorcycle gangs.

There are two research questions here. First, do consumers have a negative feeling toward HarleyDavidson, and, second, are they disinclined toward the purchase of Harley-Davidson signature products such as shirts, belts, boots, jackets, sweatshirts, lighters, and key chains? Design a Likert measurement scale that can be used in a nationwide telephone study to address these two issues.