Decision Readiness

What it measures

A three-item scale measuring a consumer's subjective sense of preparedness and readiness to make a preference decision. Items assess feeling prepared to choose, being in the right mindset for decision making, and the felt rightness of making a decision. The scale captures the motivational and affective readiness dimension of the decision experience, distinct from cognitive elaboration depth. High decision readiness reflects a sense of confident alignment between the consumer and the decision context.

Representative items

• I felt prepared to make a choice.
• I felt like I was in the mode to make a decision.
• The thought of making a decision felt right to me.

Citation

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.