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)
The scale uses four, seven-point items to measure the degree to which a customer believes there are benefits to using a particular service because it makes a certain activity easier to accomplish.
Five, seven-point semantic differentials are used to measure the degree to which a stimulus (or task) requires a person to devote high level of cognitive effort to process (or complete).
This scale is a six-item, seven-point Likert-type measure of the time, energy, and effort a person reports having spent on the information search process before buying a particular new product.
Three, seven-point statements are used to measure the relative amount of time, effort, and money that appear to have been spent on the development of a website.
Three items are used to measure the degree to which a consumer believes that it is easy to determine before shopping at a particular retailer if it has what is being looked for.
The scale has three Likert-type statements that measure the degree to which a consumer expresses having used a different approach from "normal" in the gathering of information during a particular search episode.
The scale is composed of phrases that measure the cognitive effort a person believes was expended in processing a message or a decision.
Three Likert-type statements are used to measure the difficulty a consumer expresses having in gathering information about a particular product. It is external search as opposed to internal since the latter refers to the retrieval of relevant information from memory.
Four, seven-point items are used in this scale to measure the degree to which a person believes that a product is difficult to understand and use. While the scale was developed to be used with innovations, it appears to be amenable for use with a wide variety of products, despite the extent to which they are viewed as innovations.
