Ease of Use (Semantic Differential)

What it measures

Six bipolar adjective pairs assess a person's beliefs about the time, effort, and complexity involved in performing a specified activity such as ordering at a restaurant or using a self-service technology.

Response format

7-point semantic differential

Scale items

• will be complicated / will be simple
• will take a lot of effort / will take a little effort
• will be confusing / will be clear
• will take a long time / will take a short time
• will require a lot of work / will require little work
• will be slow / will be fast

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Original to Dabholkar (1994); construct reliabilities .92 (touch screen) and .86 (verbal) in original study; alpha .90 in subsequent application. A semantic differential counterpart to the Likert ease-of-use measures also in this database.

Recommended companion scales

Citation

Dabholkar, P. (1994). Incorporating choice into an attitudinal framework: Analyzing models of mental comparison processes. Journal of Consumer Research, 21(1), 100–118.

Keywords