Complexity of the Product

What it measures

A four-item Likert-type scale designed to measure the degree to which a person believes that a product is difficult to understand and use.

Response format

7-point scale

Scale items

• This product is complicated for a lot of people.
• How much knowledge is needed to use your product?
• How much help is needed in taking your product into use?
• How much effort do you think it costs to learn how to use your product?

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

Usage notes & scoring

Internal consistency (alpha = .82) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Rijsdijk, Serge A., Erik Jan Hultink, and Adamantios Diamantopoulos (2007), “Product Intelligence: Its Conceptualization, Measurement and Impact on Consumer Satisfaction,” Journal of the Academy of Marketing Science, 35 (3), 340-356.

Keywords