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Value Conflict (Decision)

VCDPerceived internal conflict experienced when making a value-laden decision
9 items 2002 α .93 Free Burroughs, J. E., & Rindfleisch, A.

What it measures

Nine semantic differential phrases measure the degree of internal conflict, ambivalence, and moral tension a person anticipates experiencing when making a decision that engages competing values.

Citation

Burroughs, J. E., & Rindfleisch, A. (2002). Materialism and well-being: A conflicting values perspective. Journal of Consumer Research, 29(3), 348–370.

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