A three-item scale measuring the ease or difficulty with which a consumer processes and comprehends a specific piece of information. Items assess comprehension ease, understanding difficulty, and processing ease, with item 2 reverse-scored. The scale operationalises processing fluency — the subjective sense of ease or effort experienced during information processing — and is applicable to research examining how information format, complexity, or prior knowledge affect consumer judgements and persuasion.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Single alpha: α = .91 — Connors et al. (2021, Study 1; n = 249 undergraduates). VALIDITY: Not discussed. Originally labelled 'processing fluency' by the authors; items derived from the positive anchors of three semantic differential items measuring processing ease. Item 2 ('How difficult was this information to understand?') is reverse-scored relative to items 1 and 3. NOTE: Two other Cognitive Resource Demands scales exist in this database — a 5-item semantic differential version (Keller & Block 1997 origin) and a 3-item bipolar version (White & Peloza origin). This version (CRD3) is distinct in its authors, item wording, and sampling context. Researchers should cite the specific version they use.
Connors, Scott, Mansur Khamitov, Matthew Thomson, and Andrew Perkins (2021). They're just not that into you: How to market to consumers who dislike your brand. Journal of Marketing, 85(4), 90–107.
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