A three-item scale measuring the degree to which a person experiences mixed or conflicted feelings when evaluating a set of products. Items capture indecisiveness, internal conflict, and the simultaneous experience of competing emotions during product evaluation. Presented in question format, the scale is particularly well-suited to choice contexts where consumers are asked to compare options and where evaluative ambivalence is expected to moderate judgments or decisions.
11-point scale
Full scale items shown. Always cite the original source when using this scale in research.
Adapted from a general ambivalence measure by Priester and Petty (1996); items were reframed for a product evaluation context. Two reliability estimates available: α = .92 (Nowlis, Kahn & Dhar 2002) and α = .90 (Nowlis, Dhar & Simonson 2010, JMR 47(4), 725–737). Response scale uses 11 points — researchers using 7-point formats should verify psychometric properties. No validity evidence reported in either application. Items are in question format rather than declarative statements, which may affect response dynamics relative to standard Likert items.
Nowlis, Stephen M., Barbara E. Kahn, and Ravi Dhar (2002). Coping with ambivalence: The effect of removing a neutral option on consumer attitude and preference judgments. Journal of Consumer Research, 29 (December), 319–334.
Free access to 2455+ psychometric scales at PsychScales