Consumer Cognitive Flexibility Scale

What it measures

A 14-item multidimensional scale assessing the degree to which consumers can adapt their thoughts, feelings, and actions when evaluating unfamiliar or highly innovative products. Three facets capture distinct aspects of this adaptive capacity: emotional regulation in difficult consumption situations (Coping, 6 items), flexible interpretation of product information and marketing messages (Perspective, 5 items), and behavioural adjustment to changes in retail or product environments (Alignment, 3 items). Developed and validated across four studies using representative German and US consumer samples, with demonstrated predictive validity for acceptance of really new products across food, furniture, and digital service categories. The scale is explicitly differentiated from two established psychological cognitive flexibility instruments: the Cognitive Flexibility Scale (Martin & Rubin, 1995) and the Cognitive Flexibility Inventory (Dennis & Vander Wal, 2010), neither of which captures the feelings dimension or shows predictive validity in consumer contexts.

Response format

5-point Likert scale (1 = Strongly disagree, 5 = Strongly agree); Coping items are reverse-coded; items administered in randomised order

Scale items

Coping (6 items, all reverse-coded). Reflects emotional regulation when confronted with difficult consumption situations such as large assortments, product design changes, or stockouts. Study 1 alpha = .79; Study 2 alpha = .80, CR = .81.

• When it comes to new packaging for products, I am quickly overwhelmed. [R]
• When I cannot decide between two products, I quickly feel helpless. [R]
• The large product selection in stores overwhelms me. [R]
• It confuses me if my favourite brand changes the product design. [R]
• I always buy several of my favourite products because I am afraid it might be sold out at some point. [R]
• I am in despair if I search for a product in several stores without success. [R]

Perspective (5 items). Reflects ability to read between the lines and evaluate products and product information from multiple angles. Study 1 alpha = .70; Study 2 alpha = .72, CR = .73 [BELOW THRESHOLD].

• I can easily distinguish between facts and advertising messages on product packaging.
• I always have many ideas how to get information about unknown products.
• It is easy for me to detect different meanings in advertising messages.
• I appreciate all kinds of product experiences, even if they are negative.
• I am able to figure out how to use all products.

Alignment (3 items). Reflects willingness and ability to adjust behaviour to changes in retail environments and product surroundings. Study 1 alpha = .80; Study 2 alpha = .86, CR = .86.

• Even when stores restructure their assortment, I quickly find what I am looking for.
• I can easily find my way around a store that is unfamiliar to me.
• I can easily adapt to new shopping environments.

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

Usage notes & scoring

RELIABILITY FLAG: The Perspective facet falls below the .80 threshold in both studies (Study 1 alpha = .70; Study 2 alpha = .72, CR = .73). Included per QC rule permitting one subdimension below threshold. IMPORTANT -- authors explicitly advise against computing an overall composite score across all three facets. Coping relates negatively to RNP-acceptance, while Perspective and Alignment relate positively; aggregating all 14 items into a total score would produce a misleading and theoretically incoherent result. Researchers should select facets based on their specific research question. Coping items are all reverse-coded. CFA model fit (Study 2, N = 696): CFI = .959, RMSEA = .049, SRMR = .039. Scale confirmed in English via forward-backward translation (Study 4, US sample N = 506: CFI = .937, RMSEA = .062, SRMR = .061). Discriminant validity from Martin & Rubin (1995) Cognitive Flexibility Scale confirmed via heterotrait-monotrait ratio = .74 (below .85 threshold). German-language items available in Appendix A12 of the source paper.

Citation

Benninger, N., & Roosen, J. (2024). The chameleon in consumers: Development and validation of a scale to measure Consumers Cognitive Flexibility. Psychology and Marketing, 41, 2448-2462. https://doi.org/10.1002/mar.22064

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