Decision-Making Style

What it measures

A three-item semantic differential scale measuring the degree to which a consumer's purchase decision was based on analytical thinking versus intuitive feeling. Items are presented as sentence completions ('My decision was based on...') with bipolar poles contrasting rational and intuitive orientations across three related dimensions: thinking/intuition, thoughts/feelings, and rational reasoning/gut feeling. The scale captures the cognitive style dimension of the decision experience — whether the consumer approached the choice analytically or affectively.

Representative items

• My decision was based on: your thinking / your intuition
• My decision was based on: what you thought / what you felt
• My decision was based on: a rational reasoning / your gut feeling

Citation

Desmichel, Perrine and Bruno Kocher (2020). Luxury single- versus multi-sensory experiences and their effects on hedonic versus utilitarian purchase intentions. Journal of Consumer Research, 47(2), 199–225.