The basis on which a person thinks a decision was made is measured in this five-item, seven-point scale. Essentially, the scale attempts to measure the relative roles played by affect and cognition in a particular decision a person has made.
The scale is composed of phrases that measure the cognitive effort a person believes was expended in processing a message or a decision.
The scale is composed of eighteen Likert-type items that are supposed to measure a person's tendency to engage in and enjoy effortful information processing. Abbreviated versions of the scale have been used by Ailawadi, Neslin, and Gedenk (2001), Kopalle and Lindsay-Mullikin (2003), and Cotte and Wood (2004).
Six, six-point Likert-type statements are used to measure a person's tendency to use either an analytical or an intuitive mental strategy for processing brand-related information and making a decision.
Twenty, seven-point Likert-type statements are purported to assess a person's natural disposition to use either a rational or an intuitive decision-making style (DMS). A rational DMS involves thoughtfully attending to information, whereas an intuitive DMS amounts to relying on general feelings or simple heuristic rules as the basis for a decision.
This is a two-item, seven-point semantic differential rating scale that measures the degree to which a consumer indicates that a purchase decision for a particular product is influenced more by his/her cognitive thinking rather than feelings.
