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task
A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.
Four items are used to measure the degree to which a person reports focusing only on product-related information in a task and ignoring other information.
The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.
With seven, seven-point items, the scale is used to measure the degree to which a person is characterized by one of two trait-like “modes” of attention: focus on the immediate environment (experiencing) or stimuli-independent thought (mind wandering).
During a particular task, how much a person’s mind was wandering and thinking about other things is measured with three, five-point items.
With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.
The degree to which a person reports having to force him/herself to continue engaging in an arithmetically-intensive task is measured with three, seven-point Likert-type items.
The scale measures how much a person liked a task and thought it was interesting. Two versions have been used, one with seven items and another with four.
How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.
This scale uses four, seven-point Likert-type items to measure how easily a shopper is able to use the necessary math to compute a discount offered by a retailer. The scale makes sense to use when a discount is not explicit but rather must be calculated by the consumer by using the information provided, e.g., regular price and sale price.
