Analytic/Holistic Thinking

What it measures

A four-item scale measuring a person's tendency to perceive the world as predictable and linear, believing that objects and individuals follow stable, consistent trajectories over time. Three items are reverse-scored, with higher scores (after reversal) reflecting a more holistic thinking style — an appreciation for change, context-dependence, and contradiction — while lower scores indicate an analytic style characterised by expectation of stable, rule-based behaviour. Drawn from the larger Analysis-Holism Scale developed by Choi and colleagues, this subset focuses on the change-stability dimension.

Response format

7-point Likert

Scale items

• Every phenomenon in the world moves in predictable directions. (r)
• A person who is currently living a successful life will continue to stay successful. (r)
• An individual who is currently honest will stay honest in the future. (r)
• If an event is moving toward a certain direction, it will continue to move toward that direction.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two reliability estimates from consumer research: α = .82 (Study 4, n = 118) and α = .87 (Study 5, n = 348) — Su et al. (2021, Journal of the Academy of Marketing Science 49(3), 578–596). VALIDITY: Not discussed by Su et al. Original scale: Choi, Koo & Choi (2007) developed a full Analysis-Holism Scale; this four-item subset represents one dimension. Three items are reverse-scored (items 1–3); item 4 is positively keyed. NOTE: Higher scores indicate more holistic (vs. analytic) thinking after reverse-scoring. Scale was originally validated in a cross-cultural context (US vs. Korea) — researchers should be aware of potential cultural measurement differences.

Citation

Choi, Incheol, Minkyung Koo, and Jong An Choi (2007). Individual differences in analytic versus holistic thinking. Personality and Social Psychology Bulletin, 33(5), 691–705.

Keywords