Measures individual differences in preference for and ability in two fundamentally different modes of information processing, based on Epstein's Cognitive-Experiential Self-Theory (CEST). The Rational System captures analytical, logical, evidence-based reasoning — deliberate, effortful, and rule-governed thinking. The Experiential System captures intuitive, associative, narrative-based processing — automatic, holistic, affect-driven thinking. Both dimensions have Ability (self-assessed competence) and Engagement (enjoyment and motivation) facets. In consumer and advertising research, REI dimensions predict responses to argument-based vs emotional advertising, susceptibility to cognitive biases and heuristics, processing of statistical vs narrative evidence, and financial decision-making. The REI operationalises the dual-process framework that underlies Elaboration Likelihood Model and other persuasion theories.
Likert (1–5, definitely not true of myself to definitely true of myself)
Two subscale scores (Rational and Experiential); each can be further divided into Ability and Engagement facets. REI-10 (Epstein et al., 2011) is a validated short form. Rational and Experiential are largely independent dimensions — individuals can be high on both, low on both, or high on one and low on the other. Experiential processing is associated with higher susceptibility to advertising imagery, narrative persuasion, and affect-driven brand choice. Rational processing is associated with attribute-based evaluation, price sensitivity, and resistance to emotional appeals.
Pacini, R., & Epstein, S. (1999). The relation of rational and experiential information processing styles to personality, basic beliefs, and the ratio-bias phenomenon. Journal of Personality and Social Psychology, 76(6), 972–987.
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