Difficulty of the Task

What it measures

A three-item unipolar scale measuring how difficult a consumer perceives a given task to be. Items use single adjective descriptors capturing the hard, difficult, and easy (reverse-scored) dimensions of perceived task effort. Originally labelled as a fluency index and used to measure the difficulty experienced when reading or pronouncing brand names, the scale is concise and broadly applicable to any experimental context in which perceived task difficulty is relevant.

Representative items

• difficult
• hard
• easy (r)

Citation

Argo, Jennifer J., Monica Popa, and Malcolm C. Smith (2010). The sound of brands. Journal of Marketing, 74(4), 97–109.