Three semantic differential items measure the extent to which a person feels certain and confident in a particular judgment. The scale has been applied to assessments of product quality, product performance perceptions, and health risk estimates. Items anchor uncertainty versus certainty, unsureness versus sureness, and lack of confidence versus confidence.
Semantic differential (number of points not specified; likely 7-point)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas of .93 and .94 were reported by Urbany et al. (1997) across two samples. Zhang and Budda (1999) reported alpha of .85, and Keller, Lipkus, and Rimer (2002) reported .95. A minor variant used 'unsure' instead of 'not sure' and 'not certain' instead of 'uncertain'. No formal validity examination was reported.
Urbany, J. E., Bearden, W. O., Kaicker, A., & Smith-de Borrero, M. (1997). Transaction utility effects when quality is uncertain. Journal of the Academy of Marketing Science, 25(1), 45–55.
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