Development and Validation of an Evaluation Difficulty Scale

Tess Bogaerts, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
The current paper demonstrates that people differ in the extent to which they experience difficulties to make evaluations. Studies 1 and 2 construct a valid and reliable 6-item evaluation difficulty scale. Studies 3 and 4 demonstrate that current evaluation difficulty scale is able to predict various types of (consumer) behavior.
[ to cite ]:
Tess Bogaerts and Mario Pandelaere (2013) ,"Development and Validation of an Evaluation Difficulty Scale", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.