Analytic-Holistic Thinking Scale

What it measures

The AHS measures stable individual differences in the tendency to engage in analytic versus holistic thinking, two culturally influenced but individually variable cognitive styles. Analytic thinkers (typical of Western, individualistic cultures) focus on the properties of focal objects in isolation, apply formal logical rules, and categorise based on common features. Holistic thinkers (typical of East Asian, collectivistic cultures) attend to the field and context surrounding a focal object, perceive relationships among objects, and accept contradiction. Choi et al. (2007) developed the AHS as an individual-difference measure enabling within-culture variation in cognitive style to be assessed. In consumer behaviour, analytic thinkers process product attributes independently; holistic thinkers evaluate products in context and are more sensitive to gestalt brand imagery.

Representative items

• I prefer to think about the parts of a problem rather than the whole. (Analytic)
• I tend to see the big picture rather than focusing on the details. (Holistic)
• I follow rules even when I feel that exceptions should be made. (Analytic)
• I think about how things are related to each other rather than the things themselves. (Holistic)

Citation

Choi, I., Koo, M., & Choi, J.A. (2007). Individual differences in analytic versus holistic thinking. Personality and Social Psychology Bulletin, 33(5), 691–705.