The perceived difficulty a person has had in processing a message (e.g., advertisement, instructions, request) is measured in this scale using three, seven-point semantic differentials. The scale was called fluency by White and Peloza (2009)
This scale uses six, six-point Likert-type items to measure the certainty with which a person indicates he/she has made the best selection from among the brands available. The category studied by Cole and Balasubramanian (1993) was breakfast cereal.
Three, seven-point semantic differentials are used in this scale to measure the ease with which a person is able to process a visual stimulus. It is a combination of perceptual fluency (items #1 and #2) and conceptual fluency (item #3). Labroo, Dhar, and Schwarz (2008) referred to the scale both as ease of processing and a fluency index.
The six item, nine-point Likert-type scale measures the difficulty a consumer had in knowing what people from various references groups thought about products and what their recommendations would have been. The scale was called ambiguous social reaction by Heitmann, Lehmann, and Herrmann (2007).
The scale is composed of three, six-point Likert-type items that measure the degree to which a person expresses having difficulty making a decision. The scale was called perceived ambiguity by Kardes et al. (2007).
Three, seven-point, one word descriptors are used to assess the strength of emotional and/or mental uneasiness reported by a person as a result of exposure to some stimulus. Using the same items but slightly different instructions, another version of the scale measured emotions depicted by someone else or in something else. The stimuli examined by Williams and Aaker (2002) were print ads but the scale appears to be amenable for use with a variety of stimuli. Mukhopadhyay and Johar (2007) used the scale to measure what they called ambivalence, having reference to what was felt after seeing an ad.
Five, seven-point Likert-type items are used to measure the degree of cognitive effort a person says is needed to process the price information in an advertisement, with the emphasis on determining its accuracy.
Five, nine-point Likert-type items are used in this scale to measure the choice difficulty and level of time/effort expended during a recent purchase decision. The scale was referred to as evaluation costs by Heitmann, Lehmann, and Herrmann (2007).
This scale is composed of three, seven-point Likert-type items that measure the degree to which a person who has been exposed to an advertisement believes that the claims made in it were simple to understand.
Three items are used in this scale to measure the extent to which a person views an advertisement as being understandable. It does not measure the accuracy with which a message has been interpreted. By reverse-scoring the items, the scale measures comprehension. Without the reverse-scoring, the scale would be measuring miscomprehension.
