Need for Cognition Scale

What it measures

One of the most widely used individual-difference measures in consumer and persuasion research. High-NFC individuals process persuasive messages more carefully, are more influenced by argument quality than peripheral cues (e.g., endorser attractiveness), and are less susceptible to promotion signals without actual price reductions. The 18-item short form (Cacioppo, Petty & Kao 1984) is recommended for survey research; a 5-item version (Wood & Swait 2002) exists for severely constrained contexts. NFC is conceptually related to but distinct from need for affect and rational processing style (REI). Widely used as a moderator of persuasion, message framing, and information processing in marketing experiments.

Representative items

• I really enjoy a task that involves coming up with solutions to problems. (b)
• I prefer to let things happen rather than try to understand why they turned out that way. (a, b)
• I would rather do something that requires little thought than something that is sure to challenge my thinking abilities. (b)
• I prefer complex to simple problems. (b)
• I only think as hard as I have to. (a, b)

Citation

Cacioppo, J.T., & Petty, R.E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 116–131.