Involvement in the Task (Processing Effort)

What it measures

A multiple-item Likert-type scale designed to measure the cognitive effort a person believes was expended in processing a message or a decision.

Response format

7-point Likert scale

Scale items

• the extent to which you deliberated
• the time you spent thinking
• the amount of attention you paid
• the extent to which you thought about

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

Usage notes & scoring

Reported alpha coefficients range from .79 to .90 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Chow, Cheris W.C. and Chung-Leung Luk (2006), “Effects of Comparative Advertising in High- and Low-Cognitive Elaboration Conditions,” Journal of Advertising, 35 (Summer), 55-67.

Keywords