Three items capture the extent to which a consumer experiences indecision, internal conflict, and mixed feelings when evaluating one or more products. Adapted from an attitude ambivalence measure, the scale is applicable wherever competing evaluative reactions are expected.
11-point scale (0=not at all, 10=very)
Full scale items shown. Always cite the original source when using this scale in research.
Adapted from Priester and Petty (1996). The 11-point response format (0–10) is less common than 7-point scales; researchers should note this anchoring when comparing across studies. Item 3 has trailing response-anchor text in the source — the item itself ends at 'when evaluating these products?'
Nowlis, S. M., Kahn, B. E., & Dhar, R. (2002). Coping with ambivalence: The effect of removing a neutral option on consumer attitude and preference judgments. Journal of Consumer Research, 29(December), 319–334.
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