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.
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.
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