Comparison Intensity

What it measures

A four-item Likert-type scale designed to measure the degree of detail and clarity with which a comparison has been made.

Response format

7-point Likert scale

Scale items

• implicit / explicit
• indirect / direct
• implied / specific
• brief / detailed

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

Usage notes & scoring

Internal consistency (alpha = .92) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Chow, Cheris W.C. and Chung-Leung Luk (2006), “Effects of Comparative Advertising in High- and Low-Cognitive Elaboration Conditions,” Journal of Advertising, 35 (Summer), 55-67.

Keywords