Decision-Making Style (Head Vs. Heart)

DMSThe relative roles played by affect and cognition in a particular decision a person has made

6 items 2009 α .91 Free Novak, T. P., & Hoffman, D. L.

What it measures

A multiple-item Likert-type scale designed to measure the relative roles played by affect and cognition in a particular decision a person has made.

Citation

Novak, Thomas P. and Donna L. Hoffman (2009), “The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition,” Journal of Consumer Research, 36 (1), 56-72.

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