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| Author: | Cooper-Martin, E. |
| Title: | Measures of Cognitive Effort |
| Journal: | Marketing Letters
1994 : JAN, VOL. 5:1, p. 43-56 |
| Index terms: | MEASUREMENT MARKETING CONSUMER CHOICE |
| Language: | eng |
| Abstract: | In studying choice processes, it is generally assumed that the cognitive effort involved has a major influence on which process a consumer uses. However, a valid measure of such effort is lacking. To analyze convergent validity, discriminant validity, and reliability, several models of cognitive effort are tested using 14 measures. The best-fitting model has three constructs: total cognitive effort, cognitive strain , and time. Predictive validity is also tested. For choices involving a single period of processing, decision time and two verbal protocol measures are recommended. |
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