Brand Associations Contradiction Resolution

What it measures

A three-item scale measuring the degree to which a consumer successfully resolves the perceived contradiction within a paradox brand — their ability to reconcile opposing brand associations into a coherent whole, the positive feeling that accompanies resolution, and the improved brand evaluation that results. Developed for research on bicultural consumers who may be particularly adept at resolving brand-level contradictions that pair elements from two contrasting cultural frames.

Response format

7-point Likert

Scale items

• I was able to resolve the contradiction in the brand.
• I feel good about resolving the contradiction in the brand.
• I was able to appreciate the brand better after I figured out how to resolve the contradiction in the brand.

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

Usage notes & scoring

Single alpha: α = .93 — Rodas, John & Torelli (2021, Study 4; n = 267 English-speaking Hispanics living in the US, Qualtrics panel). VALIDITY: Not discussed. Scale appears original to the authors. Best used following administration of the companion Brand Associations Contradiction scale (BASC) to measure both the perception of contradiction and the consumer's ability to resolve it.

Recommended companion scales

Citation

Rodas, Maria A., Deborah Roedder John, and Carlos J. Torelli (2021). Building brands for the emerging bicultural market: The appeal of paradox brands. Journal of Consumer Research, 48(4), 633–650.

Keywords