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.
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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