Measures how conflicted and difficult a person perceives a decision to be. Items assess the degree of internal conflict, perceived difficulty, and the inverse — ease of choice. Designed for scenarios where a decision is hypothetical, though minor rephrasing allows use in post-decision contexts. Validated as a manipulation check for decision difficulty.
7-point scale (not at all / very much)
Full scale items shown. Always cite the original source when using this scale in research.
Created by Ward & Broniarczyk (2016); used as a post-test manipulation check in Study 3A (n = 75). Alpha = .90. Scale endpoints: not at all (1) and very much (7). Item 3 is reverse-scored. Originally phrased hypothetically; adapt to past tense for post-decision measurement. The specific choice context should be specified in instructions.
Ward, M.K., & Broniarczyk, S.M. (2016). Ask and you shall (not) receive: Close friends prioritize relational signaling over recipient preferences in their gift choices. Journal of Marketing Research, 53(6), 1001–1018.
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