A six-item scale measuring the tendency to attend to the whole — the overall context, the field and the situation — rather than to isolated parts or details. Higher scores indicate a more holistic locus of attention; lower scores an analytic focus on focal objects separated from their context. It is the Locus of Attention dimension of the Analysis-Holism Scale developed by Choi and colleagues.
7-point Likert (1 = strongly disagree, 7 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates from consumer research: α = .86 (Study 4, n = 118) and α = .76 (Study 5, n = 348) — Su, Monga & Jiang (2021, Journal of Marketing Research 58(3), 579–594). Su et al. administered all six items of the Choi et al. (2007) subscale, worded as in the original (Web Appendix J). VALIDITY: Not discussed by Su et al., who used the measure to rule out alternative explanations in a brand extension study. Original scale: Choi, Koo & Choi (2007) Analysis-Holism Scale, which reported Locus of Attention α = .56 (Study 1, n = 303), .67 (confirmatory sample, n = 534) and .71 (Study 3, n = 191). The scale was developed with US and Korean samples; check measurement equivalence before making cross-cultural comparisons. No items are reverse-scored; higher scores indicate more holistic thinking.
Choi, I., Koo, M., & Choi, J.A. (2007). Individual differences in analytic versus holistic thinking. Personality and Social Psychology Bulletin, 33(5), 691–705.
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