Choice Confusion

What it measures

A multiple-item likert scale designed to measure a shopping orientation characterized by a lack of certainty about where to shop and what to buy due to the great abundance of options.

Response format

7-point Likert scale

Scale items

• There are so many brands to choose from that often I feel confused.
• Sometimes it’s hard to choose which stores to shop.
• The more I learn about products, the harder it seems to choose the best.
• All the information I get on different products confuses me.
• It was difficult to obtain an overview over the products offered.
• With that many options to choose between, I have had a hard time identifying distinguishing product
• With that many options to choose between, I found it difficult to compare competing offers.

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

Usage notes & scoring

Internal consistency (alpha = .62) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Heitmann, Mark, Donald R. Lehmann, and Andreas Herrmann (2007), “Choice Goal Attainment and Decision and Consumption Satisfaction,” Journal of Marketing Research, 44 (2), 234-250.

Keywords