Attitude Certainty

What it measures

Measures the extent to which a person is confident that their attitude toward a focal object is correct and unlikely to change. Adapted by Mathmann et al. (2017) for use in a product choice context. Items are directed toward a specific attitude object specified by the researcher. High certainty reflects a firm, resistant attitude; low certainty reflects ambivalence.

Response format

7-point Likert (strongly disagree to strongly agree)

Scale items

• I am certain about the feelings about the [object] I selected.
• I am sure that my opinion about this [object] is right.
• My opinion about this [object] is firm.
• My opinion about this [object] can be changed easily. (r)
• My view on this [object] is definite.
• I am convinced about my [object].

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

Usage notes & scoring

Adapted by Mathmann et al. (2017, Journal of Retailing, 93(2), 212–227) for use with product choices in a study on assortment size and assessment orientation. Alpha = .91 (n = 81 Dutch students). Blanks in the items should be replaced with the name of the focal attitude object. Item 4 is reverse-scored.

Citation

Krosnick, J.A., Boninger, D.S., Chuang, Y.C., Berent, M.K., & Carnot, C.G. (1993). Attitude strength: One construct or many related constructs? Journal of Personality and Social Psychology, 65(6), 1132–1151.

Keywords