Choice Heuristic

Name: Choice Heuristic
Published: 2006
License: https://psychometricscales.com/methodology.html

CHThe degree to which a recent choice made by consumer was strongly influenced by feelings (affect)

4 items 2006 α .91 Free Darke, P. R., Chattopadhyay, A., & Ashworth, L.

What it measures

A four-item Likert-type scale designed to measure the degree to which a recent choice made by consumer was strongly influenced by feelings (affect).

Response format

7-point scale

Scale items

How heavily did you weigh __________ in your choice?
How important were __________ to your choice?
To what extent did your choice depend on __________?
How much did you focus on __________?

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Darke, Peter R., Amitava Chattopadhyay, and Laurence Ashworth (2006), “The Importance and Functional Significance of Affective Cues in Consumer Choice,” Journal of Consumer Research, 33 (December), 322-328.

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Keywords

#affect#emotion

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