A three-item scale measuring the thoroughness and depth with which a consumer processed information about alternatives during a preference decision. Items assess the comprehensiveness of option processing, carefulness of information review, and attentiveness to product features during choice. The scale captures the cognitive effort dimension of decision making — how deeply the consumer engaged with the decision rather than relying on heuristics or shortcuts.
Rahinel, Ryan, Ashley S. Otto, Daniel M. Grossman, and Joshua J. Clarkson (2021). Exposure to brands makes preferential decisions easier. Journal of Consumer Research, 48(4), 541–561.
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